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Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications (Hardcover)

by Rob Brown (Author)

5.0 out of 5 stars See all reviews (3 customer reviews)

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Product details

Hardcover: 208 pages
Publisher: Kogan Page Ltd (3 April 2009)
Language English
ISBN-10: 0749455071
ISBN-13: 978-0749455071
Product Dimensions: 23.4 x 16.3 x 2 cm

Average Customer Review: 5.0 out of 5 stars See all reviews (3 customer reviews)

Amazon.co.uk Sales Rank: 54,175 in Books (See Bestsellers in Books)
Popular in these categories:
#16 in Books > Business, Finance & Law > Sales & Marketing > Public Relations
#96 in Books > Business, Finance & Law > E-Commerce > E-business

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Product Description

Review

'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

Product Description

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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2 of 2 people found the following review helpful:

5.0 out of 5 stars A highly readable introduction to social media for PR practitioners, 8 Jun 2009

By	Dr. J. Paul Wilkinson (London) - See all my reviews (REAL NAME)

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). For example, when discussing evaluation and measurement and Twitter, Rob doesn't mention my favourite desktop Twitter client Tweetdeck; I really like its built-in search and group tools, giving me an at-a-glance view of Twitter "buzz" on a selection of keywords or groups of keywords - some of which relate to my clients.

But that's a small issue. For me, Rob's social media experience particularly shines through in the section on podcasts and in the chapter on evaluation and measurement. His outline of some of the free and commercial services to monitor reputation online is wide-ranging - if space allowed, I would have added discussion forum monitoring tools (eg: BoardTracker) - and he stresses that PR professionals' instincts and judgement remain as important as the analytics, especially as social media monitoring is an "incredibly new sector ... [with] a certain amount of smoke and mirrors and few if any [providers] will have a significant bank of experience."

Overall, Rob's book is a very readable introduction for PR professionals to the whole field of social media. If work hadn't intervened, I would probably have read it from cover to cover in a weekend, then gone back - as I have today - to re-read certain sections. It now sits on my bookshelf as a useful reference.

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2 of 2 people found the following review helpful:

5.0 out of 5 stars Essential, 10 April 2009

By	Mr. M. S. Blewitt (Lancaster) - See all my reviews (REAL NAME)

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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1 of 1 people found the following review helpful:

5.0 out of 5 stars An enjoyable and intelligent read, 13 Jul 2009

By	Karen Taylor (UK) - See all my reviews (REAL NAME)

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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