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Share This: The Social Media Handbook for PR Professionals [Hardcover]

Chartered Institute of Public Relations Social Media Panel
4.0 out of 5 stars  See all reviews (21 customer reviews)
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Book Description

20 July 2012
Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses.

The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry.

Share This
was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.

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Product details

  • Hardcover: 264 pages
  • Publisher: John Wiley & Sons (20 July 2012)
  • Language: English
  • ISBN-10: 111840484X
  • ISBN-13: 978-1118404843
  • Product Dimensions: 23.5 x 16.3 x 2.4 cm
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (21 customer reviews)
  • Amazon Bestsellers Rank: 120,177 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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′A comprehensive handbook, which would be useful for anyone looking to get to grips social media.’ (Talk Business, October 2012) ‘…a pragmatic guide and an invaluable insight for anyone working in the challenging world of public relations today’ (Flybe, December 2012)


“Social media has become an invaluable tool in my PR armoury by giving me a direct voice to speak directly to members of the media and the general public. This book is a useful guide to using social media effectively."—Lord Sugar

"Back in the day, the only way to easily communicate with your public was to use mainstream media and analysts as your mouthpieces. Recent years have brought an explosion of real-time communications channels that organizations use to reach their audience directly with valuable online content: videos, ebooks, white papers, photos, infographics, and more--and then have that information shared in social networks and covered by the media. However, many PR professionals still operate as if their only conduit is mainstream media. Share This cuts through the hype of social media to help business owners and public relations professionals make the transition to the new world of real-time communications."—David Meerman Scott, International bestselling author of The New Rules of Marketing & PR, now available in over 25 languages from Bulgarian to Vietnamese

"Social media is PR. And this is a book by PR professionals and experts in social media. If you're a PR professional, get the expertise and insights of the CIPR Social Media panel and impress your friends and clients. Gets a +1 from me. Like."—Paul Mylrea, Director of Communications, BBC

"This crowd-sourced book on social media is a welcome addition to PR literature, as it brings together a range of insights and world-views of social media and helps the sense-making process on its roles, value creation and appropriate strategies. I hope it will be regularly updated, as this is such a fast-moving field."—Professor Tom Watson, Professor of Public Relations, Bournemouth University

“Blogs like mine set the news agenda for traditional media, PRs would be daft to ignore a book about how old-school spin is dead and full of advice about how to work better now that social media has rewritten the rules."—Paul Staines (aka Guido Fawkes)

“This book challenges the minds and expands the horizons of PR and marketing professionals operating in today’s digital age, providing excellent insight into how to survive and thrive in it.”—Steve Walker, FCIM, EMEA VP Corporate Communications, Oracle Corporation

"Social media presents significant opportunities to the PR industry, and understanding and embracing these is critical to business success. This book covers and shines light on some of the most important topics in social media today. A must read for anyone in the PR business."—Andrew Bloch, Vice-Chairman and Founder, Frank PR

"If you want to join a conversation on the convergence of digital and PR, this book is the conversation to go for. A series of essays that shakes up the status quo, questions conventional PR practices, and takes thoughtful positions in a social tone that will challenge, engage and entertain the reader. Get it while it’s hot!"—Gerry Brown, FCIM, Lead Digital Analyst, Bloor Research

"Share This is a brilliant concept - well conceived, well packaged, well written and a ‘must read’ for any PR professional practicing today. To have such a broad compilation of views on social media -- written specifically from a PR perspective -- is definitely something our industry has been crying out for."—Trevor Young (aka PR Warrior), Edelman Australia

"From corporate communications to brand marketing, social is now at the heart of what we do as PR professionals. This book provides outstanding practical guidance developed by some of our industry’s most distinguished practitioners and honed through the very methods that they recommend."—Marshall Manson, Managing Director, Digital, EMEA, Edelman

“When trying to make sense of the rapidly evolving social media world it makes sense to listen to the wisdom of crowds and Share This: The Social Media Handbook for PR Professionals does exactly that, being the result of a collaborative, online process using Google Documents. What makes Share This really valuable is the assumption that the PR reader isn’t starting from scratch; so those with a working knowledge of social media can use the book to provide practical and trend-led insights and apply them to communication challenges today--and probably tomorrow. As PR realises the power of social media to radically change how brands communicate with their audiences, never has there been a better time to read this book.”—Avril Lee, Partner, CEO London, Ketchum Pleon

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Customer Reviews

Most Helpful Customer Reviews
4 of 4 people found the following review helpful
4.0 out of 5 stars *Like* 13 Sep 2012
By Patrick Neylan VINE VOICE
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
Buy this book now. It will be out of date by next Tuesday lunchtime (a fact that several of its authors recognise) having been compiled and written late in 2011 and early 2012. But for now it's a useful guide to social media for PR workers.

The format is of several short chapters, each the equivalent of a 5- to 10-minute speech, highlighting one aspect of the revolution from the point of view of PR professionals. There are few blinding insights, although it's surprisingly light on management-speak and PR gobbledygook, and for the most part is concise and informative.

It doesn't always avoid those pitfalls. Philip Sheldrake's explanation of Web 3.0 is so cursory that one wonders whether he really understands it himself (it's going to be "semantic", apparently), although he is far more lucid when explaining how great other people think he is. Elsewhere, after what seemed a simple enough explanation of PR skills, Daljit Bhurji concluded: "We need to eat our own dog food when it comes to social media," which left me scratching my head and wondering whether I'd understood him after all. Top gobbledygook prize goes to Simon Collister for: "Fully networked 'Join In' non-profits operate as just another node within social media-enabled networks"; a sentence that seems fully leveraged for SEO ecosystem solutions.

The book has been compiled by the Chartered Institute of Public Relations, which is as respectable a provenance as you can get in PR, and the fact that it has several authors, all of whom are writing for an editor who understands their business, means that (the above examples aside) there is a welcome lack of Ego-Guru nonsense.

So it's a dry but readily comprehensible reference book; one that most companies should have a look at.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Liked and shared. 20 Jan 2013
By Flickering Ember TOP 500 REVIEWER
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
The fact that this book has been researched by the Chartered Institute of Public Relations gives it some gravitas, even before reading it.

The contents are to an academic standard, ie serious reading, as opposed to some of the slightly fluffier, brighter tomes available on the subject of social networking.

However, I found it really useful and interesting reading. I liked the way that tweets, for example, are broken down into types which are then explained further. Understanding the different types of tweets is essential for using Twitter as a successful marketing tool.

I've been using various social networking sites for 10 years now, but I definitely learnt from reading this book, and it has given me plenty of ideas. I have noticed a difference in the way I approach social networking now, and it's a change for the better.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Social Media the New PR Frontier? 5 Dec 2012
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
This book is the culmination of research by the Chartered Institute of Public Relations (CIPR) Social Media Panel, and shows best practice and applied theory - papers submitted by 20 leading social media consultants in the UK, from various related backgrounds.
The book is divided up into 8 topic areas, these then are sub divided into short chapters and are not overtly technical and are almost `lay-person' friendly, giving information in a concise way. None the less this is for all intense and purposes a handbook, and assumes the reader is knows the tenets of subject at hand.

The rise of social media and its rapidly changing nature, and the way it interfaces with the people is something that is radically changing landscape of brands. This then leads to the next progression of how brands communicate with their audiences/consumers. To be adept in social media is to stay ahead of the opposition and offer real benefit to your client. This hand book tries to do exactly that.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Get ahead of the game! 20 Nov 2012
Format:Hardcover|Vine Customer Review of Free Product (What's this?)
Social media is exploding all over the place; it has been for years and it doesn't look to be slowing down any time soon.

Social media plays a massive part in the Public Relations scene and unfortunately many PRs are still behind on the game. Being proficient in social media is a skill set that every PR must have to stay ahead of the competition and offer an advantage to their clients.

The book will give you that edge!
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1 of 1 people found the following review helpful
Format:Kindle Edition
I bought this book after listening to Mark and co talking at the Social Media Week Conference. Having devoured the first 100 pages before bed I found the book extremely useful.

It gives a real insight into social media and, unlike many others, actually creates a framework for measurement - most books seem to skirt away from measurement but Share This tackles it head on.

Each chapter gives you information you can take away and use - the tips and tools the book recommend are accessible and mainly free.

I think the best three things about the book are:
* after reading a chapter you can seen a clear way to implement it into your own business (having cursed yourself for not thinking of it earlier)
* the links included at the end of each chapter help you get started straight away
* each author is linked to after their chapter and actually respond to any questions you have - I asked @wadds and @simonsanders questions after reading their chapters and they came back to me.

How many other books help you and let you get in touch with the authors?

The book and authors impressed me, so I asked them to recommend me some others to read - which I've bought.
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Most Recent Customer Reviews
5.0 out of 5 stars Best help-handbook
In doubt? This book has it ALL! As a small company I was kicked out online. I was already on social platforms, but this made me use it properly!
Published 2 months ago by Silja Vase
3.0 out of 5 stars Yes, but.
It's fine. No really, it's fine. The problem is if you've been using social media for a while it also seems like mostly common sense. Which like I said is fine. Read more
Published 11 months ago by Stuart Burns
4.0 out of 5 stars Fantastic insight into how Social Media is changing the comms...
I'm just about to finish this book, and can't wait for Share This Too to come out!

It's a great insight into how Social Media has changed PR and comms in general. Read more
Published 11 months ago by Steven Murgatroyd
4.0 out of 5 stars A readable social media handbook
'Share This', ironically, should be published as an online living publication but here it is as a hard copy crowd-sourced set of contributed chapters. Read more
Published 14 months ago by Tom Watson
4.0 out of 5 stars Dragging an industry out of ignorance
The CIPR had been slow to get on-board with social media public relations. The government sidelined it during consultation on marketing regulation of social channels a couple of... Read more
Published 17 months ago by Mr. G. Carroll
4.0 out of 5 stars A constantly evolving media
I pleased to see that this book wasn't written by just one author. No one person can possibly be an expert on such a vast, advancing social media platform. Read more
Published 18 months ago by Moose Papoose
4.0 out of 5 stars Useful information in bite size chunks
In "real life" I'm a Communications Manager for a small national charity, and use social media on a daily basis.

This book is a useful addition to my work bookshelf. Read more
Published 19 months ago by Bee of Good Cheer
4.0 out of 5 stars Useful for communications professionals
Many books on social media, written by 'social media experts', turn out to do little more than cover the basics of how to use websites like Facebook, Twitter and LinkedIn. Read more
Published 19 months ago by AR
4.0 out of 5 stars Share This
my friend is currently trying to break into the PR and Communications industry so I got this book for her, not knowing how incredibly helpful it was going to turn out to be. Read more
Published 19 months ago by Rubbah
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