The follow up to Share This: The Social Media Handbook for PR Professionals. Share This is a practical handbook to the changes taking place in the media and was conceived and written by 24 public relations practitioners using many of the social tools and techniques that it addresses. The book covered the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. Share This Too is alsoa pragmatic guide for anyone that wants to continue working in public relations. Itis a larger book with more than 30 contributors, including all of those from the highly successful first book and many of whom are successful authors in their own right. It probes more deeply into the subject and is divided into seven sections: The future of public relations Audiences and online habits Conversations New channels, new connections Professional practice Business change and opportunities for the public relations industry Future proofing the public relations industry The content entirely complements the first book rather than merely updates it. Itdelves deeply into what is current in the theory, delivery and evaluation of 21st century public relations and organisational communication.
List of Contributors vii Foreword Brian Solis ix Introduction Rob Brown and Stephen Waddington xiii Part I. The Future of Public Relations 1 1 Digital PR is Dead: Social goes mainstream Rob Brown 3 2 The Shift to Conversation: Content, context and avoiding cheap talk Dom Burch 11 3 Content Frameworks: Using content to achieve marketing communications goals Robin Wilson 21 Part II. Audiences and Online Habits 31 4 Planning: Audiences, media and networks Ged Carroll 33 5 Digital Anthropology Kate Matlock 41 6 Understanding Social Capital Adam Parker 49 7 The Unsocial Web Dr Mark Pack 59 Part III. Conversations 67 8 Gamification: Engaging audiences through play Sharon O Dea 69 9 Community Management Paul Fabretti 79 10 Curation Michael Litman 89 11 Live Social Events Russell Goldsmith 97 Part IV. New Channels, New Connections 105 12 Mobile Media Stephen Davies 107 13 To App or not to App Scott Seaborn 115 14 The Visual Web Dan Tyte 123 15 Finding Your Way Around from Foursquare to Google Glass Matt Appleby 131 16 Connected Employees Kevin Ruck 139 Part V. Professional Practice 149 17 Social Media and the Law Hanna Basha 151 18 Online Crisis Management Chris Norton 159 19 Wikipedia and Reputation Management Stephen Waddington 169 20 The Rise and Rise of Digital Pharma Becky McMichael 179 21 Social in Corporate Communications Rachel Miller 191 22 Putting the Social into Corporate Social Responsibility Stuart Bruce 201 23 Building a Personal Brand Online Richard Bailey 209 24 The Social CEO Jane Wilson 217 25 Working across Borders and Boundaries Juilo Romo 225 Part VI. Business Change and Opportunities for the Public Relations Industry 233 26 Laying the Foundations for a Social Business Jed Hallam 235 27 Social Commerce: Show me the money Katy Howell 241 28 How to Change Organizational Mindset Gemma Griffiths 251 29 The Six Influence Flows Philip Sheldrake 259 Part VII. Future Proofing the Public Relations Industry 269 30 Metrics that Matter Richard Bagnall 271 31 Quantified Self Drew Benvie 279 32 Network Topology Andrew Bruce Smith 287 33 The Public Relations Power of Big Data Simon Collister 295 Index 305
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