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Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications [Hardcover]

Rob Brown
4.8 out of 5 stars  See all reviews (6 customer reviews)
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Book Description

3 April 2009

The effect of the internet on public relations is the single biggest subject of current conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revise and revolutionise their approach.

Public Relations and the Social Web explores the way in which communications is changing and looks at what this means for communicators working across a range of industries, from entertainment through to politics. The book examines emerging public relations practices in the digital environment and shows readers how digital public relations campaigns can be structured.

Including information on new communication channels such as blogs, wikis, RSS, social networking and SEO, Public Relations and the Social Web is essential reading for public relations practitioners, students of public relations, and those who work in related areas such as journalism and web construction and design.

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Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications + Social Media and Public Relations: Eight New Practices for the PR Professional + Share This: The Social Media Handbook for PR Professionals
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Product details

  • Hardcover: 192 pages
  • Publisher: Kogan Page (3 April 2009)
  • Language: English
  • ISBN-10: 0749455071
  • ISBN-13: 978-0749455071
  • Product Dimensions: 23.8 x 16.4 x 2 cm
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 114,088 in Books (See Top 100 in Books)

More About the Author

Rob graduated from York University in Economics and Politics and spent a year in radio before moving into PR. He set up his own media PR business working with ITV, Granada, Channel Four and Endemol. In 2001 he joined McCann Erickson as PR Director and in 2008 Rob joined Staniforth, part of the TBWA group, as UK Managing Director.

Rob blogs for The Huffington Post and 'PR Media Blog'. He is the author of 'Public Relations and the Social Web' (2009) and has written chapters for 'Public Relations Cases: International Perspectives' (2010) 'Public Relations: A Managerial Perspective' (2011) and 'Share This: The Social Media Handbook for PR Professionals' (2012).

Product Description


'A thoroughly readable and practical source of information for anyone who wishes to dip their toe into the ever-expanding ocean of online PR.' Communication Director 'Public Relations and the Social Web provides an overview of the social web landscape and how it's changing the functionality and role of the traditional PR role.' Managing Growth 'A very readable introduction to public relations in the internet age.' Behind the Spin blog

Book Description

Public Relations and the Social Web explores new ways for PR communicators to work in the rapidly changing digital environment, using communication channels like blogs, wikis, RSS, podcasting, social bookmarking, social networking and SEO.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
5.0 out of 5 stars An enjoyable and intelligent read 13 July 2009
Rob combines years of valuable experience together with an impressive knowledge of the latest communication techniques in this evaluation. It's essential for any PR practitioner who feels a bit out of the electronic media loop. I was surprised by how readable the book was, as being a little bit of a technophobe, assumed it might be difficult to access. Not a bit of it. Rob's flair for language makes his book a truly enjoyable read and simplifies things in to perfectly understandable chunks. It's really well written and as other reviewers have said, is a must-have reference book for PR practitioners.
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4 of 4 people found the following review helpful
Format:Hardcover|Verified Purchase
I bought Rob Brown's book almost as soon as it was published and immediately started reading it. With 20-plus years of B2B PR experience behind me and having been an enthusiast for social media for some years, I hoped the book would confirm much of what I already knew and maybe give me some pointers towards areas that I might need to brush up on. And that, broadly, is what the book has done.

For those practitioners relatively new to social media, the first half of Rob's book talks about the changing nature of communications, media fragmentation, relinquishing control, the emergence of new channels (blogs, wikis, RSS, podcasts, bookmarking, social networks), search engine optimisation, new ethics and the "the battle for influence at the digital frontier".

The second half looks at what that "battle" means for the PR industry. Rob suggests ways in which PR practitioners will need to reconsider their communications 'mix', describes some tools of the trade - from social media releases to evaluation and measurement - before reminding us about some potential "bear traps" and wondering about "the next big thing".

As the social media world is constantly evolving, occasionally some of Rob's descriptions of the new channels and the major players are slightly dated - a lot can change in the months between submitting a manuscript and the book finally hitting the bookshelves (as I know from my own experience in writing a book). For example, I found myself thinking "you could have mentioned ..." only to realise that the company or application I had in mind was only recently launched.

Some omissions are probably more a matter of personal choice (as you would expect with something so essentially focused on individual interaction).
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2 of 2 people found the following review helpful
5.0 out of 5 stars Essential 10 April 2009
At last this topic is addressed in a skillful way which creates real understanding. It is essential reading in this increasingly competitive environment where so many, make so many mistakes. A brilliant read for the PR specialist and general marketer.
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