Phillips D., Young P. Online Public Relations

Издательство Kogan Page, 2009, -289 pp.
PR in Practice SeriesA practical guide to developing an online strategy in the world of social mediaWithout doubt, a new age of communication has arrived. With it has arrived a revolution in public relations. This revolution not only involves the way we communicate, but the nature of communication itself.
In this book on e-public relations, the authors show how the internet and especially social media, are revolutionizing the role and work of the public relations professional. The book is not for those who wish to learn the mechanics of how to construct a social networking site or how to set up a virtual press office. It is about how to use this potent and energizing medium intelligently and effectively.
Much has been written on the internet as just another means of communication. Nothing could be further from the truth. It is a channel of communication, but it is much more than that. Its unique properties of reach, richness and personalization have transformed the mode and quality of mediated communication. Furthermore, the nature of internet publics, or communities, is quite different from those that have been traditionally the domain of the PR practitioner.
They provide an overview of the online communication environment and its potential. They then go on to explore how an organization can meaningfully engage with internet communities and exploit the communication potential that is inherent in the various ‘tools’ that are now available. Developing an online strategy that is realistic and robust is essential, as is monitoring, measuring and evaluating your presence and actions. Of vital interest are the topics of reputation and issues management on the internet. The ability of groups to form quickly and mobilize action provides a great opportunity as well as being a potential threat for PR professionals who are the guardians of organizational reputation. They explore how reputations can be destroyed or enhanced depending on how relationships are managed and also provide similar advice on managing issues as they arise. Their warnings of the dangers that await those who engage with individuals and communities in a naïve, unprofessional and unethical way need to be heeded.
The potent effect of online communications is well demonstrated as the authors go on to show how the internet is changing the news agenda and news itself. The internet within an internal communications context is also discussed: its uses, abuses and how to harness its power effectively. Rounded off with a chapter on Corporate Social Responsibility and a look into the future, this book provides a timely and authoritative overview of e-PR. It provides some clear pointers for organizing public relations professionally now and indicates a vision of the future. Any public relations professional wanting to conduct his or her business in the modern interconnected world will regard this book as a must.Everybody’s Public Relations
The background
The geography of social media: a quick guide to key termsA Shift in Culture, Communication and Value
Transparency
How organizations become porous
The internet as an agent
Richness and reach
New models of information exchange
Information and things
Knowledge
Commercial implications of the internet
People’s use of the internet as media
What lies behind the internet as mediaBuilding Blocks for Online PR
Communications platforms
Channels for communication
How social media impact on strategy
Management approaches to planning
Landscaping
Organizational analysis
Developing online PR strategies
Thoughts about tactics 1
Risks and opportunitiesInfluences on Present-Day PR Practice
How the internet is changing news
What is right and wrong?
Ethics in a transparent world
Monitoring, measurement and evaluation
Influences on policy, corporate speak and bling
Corporate social responsibilityA Brief Look at the Future
Humans, public relations and the internet