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Online Public Relations


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Explores social media sites now used in PR such as Facebook, YouTube, MySpace, Bebo, Twitter In 2008, surveys show 16 mn households in UK (65%) have Internet access and 60% of users regard the Internet as their favourite information source Shows PR practitioners how to cope with the growth of the Internet and transparency within organizations

Table of Contents

  • Section - FOUR: Influences on present-day PR practice;
    • Chapter - 22: How the internet is changing news;
    • Chapter - 23: What is right and wrong?;
    • Chapter - 24: Ethics in a transparent world;
    • Chapter - 25: Monitoring, measurement and evaluation;
    • Chapter - 26: Influences on policy, corporate speak and bling;
    • Chapter - 27: Corporate social responsibility;
  • Section - FIVE: A brief look at the future;
    • Chapter - 21: Risks and opportunities;
    • Chapter - 20: Thoughts about tactics;
    • Chapter - 19: Developing online PR strategies;
    • Chapter - 18: Organizational analysis;
    • Chapter - 17: Landscaping;
    • Chapter - 16: Management approaches to planning;
    • Chapter - 15: How social media impact on strategy;
    • Chapter - 14: Channels for communication;
    • Chapter - 13: Communications platforms;
  • Section - THREE: Building blocks for online PR;
    • Chapter - 12: What lies behind the internet as media;
    • Chapter - 11: People's use of the internet as media;
    • Chapter - 10: Commercial implications of the internet;
    • Chapter - 09: Knowledge;
    • Chapter - 08: Information and things;
    • Chapter - 07: New models of information exchange;
    • Chapter - 06: Richness and reach;
    • Chapter - 05: The internet as an agent;
    • Chapter - 04: How organizations become porous;
    • Chapter - 03: Transparency;
  • Section - TWO: A shift in culture, communication and value;
    • Chapter - 02: The geography of social media: a quick guide to key terms;
    • Chapter - 01: The battleground;
  • Section - ONE: Everybody's public relations;
    • Chapter - 28: Humans, public relations and the internet

About the Author

David Phillips is an online public relations pioneer. He has written three books about online PR, lectures at Gloucester University and Escola Superior de Comunicacao Social, Lisbon, Portugal and is also the Head of Digital consultancy at Publicasity. He is a Fellow of Chartered Institute of Public Relations and the Society of New Communications Resarch. Philip Young is a senior lecturer in public relations at the University of Sunderland, specialising in social media and media ethics. He is a lead researcher on the European Public Relations Education and Research Association's EuroBlog project and has run the Mediations weblog( since April 2004.


"[A] good overview of all things web, and how the latest developments will affect PR strategy." - Management Today

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