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Table of Contents

List of Contributors x Foreword by Jane Wilson xi Introduction by Stephen Waddington xiii Part I Changing Media, Changing PR 1 1 An Introduction to Social Networks 3 Katy Howell Part II Planning 13 2 Kick?Start Your Social Media Strategy 15 Simon Sanders 3 What has Google Ever Done for PR? 23 Andrew Smith 4 Integrating Traditional and Social Media 31 Helen Nowicka 5 Social Media Guidelines: Creating Freedom Within a Framework 39 Gemma Griffiths 6 Open Communication: Psychology, Ethics and Etiquette 49 Becky McMichael Part III Networks 59 7 Facebook: A Way to Engage with Your Audiences 61 Robin Wilson 8 Twitter: The Unstoppable Rise of Microblogging 71 Alex Lacey 9 LinkedIn: Social Networking for Professionals 79 Matt Appleby 10 Google+: Better than Buzz? 87 Dan Tyte 11 The Business of Blogging 93 Stephen Waddington Part IV Online Media Relations 101 12 Modern Media Relations and Social Media Newsrooms 103 Stuart Bruce 13 Brands as Media 113 Rob Brown 14 The Future of Broadcast 121 Russell Goldsmith 15 Media Relations Modernised 129 Adam Parker 16 Pitching Using Social Media 137 Julio Romo Part V Monitoring and Measurement 145 17 Real-Time Public Relations 147 Philip Sheldrake 18 Social Media Monitoring 157 Andrew Smith 19 Measuring Social Media 163 Richard Bagnall Part VI Skills 175 20 Skilling Up for the Future 177 Daljit Bhurji 21 The Future of PR Education 185 Richard Bailey Part VII Industry Change 193 22 Employee Engagement: How Social Media are Changing Internal Communication 195 Rachel Miller 23 Back to the Future for Public Sector Communications 205 Mark Pack 24 Modernising Public Affairs for the Digital Age 213 Stuart Bruce 25 Social Media and the Third Sector 221 Simon Collister Part VIII The Future 229 26 Here Comes Web 3.0 and the Internet of Things 231 Philip Sheldrake Index 237

About the Author

The Chartered Institute of Public Relations (CIPR) - professional body for PR practitioners in the UK. Founded in February 1948 and by 2009 it had grown to over 9000 members involved in all aspects of the public relations industry, and is the largest body of its type in Europe.


'A comprehensive handbook, which would be useful for anyonelooking to get to grips social media. (Talk Business,October 2012) a pragmatic guide and an invaluable insight foranyone working in the challenging world of public relationstoday (Flybe, December 2012)

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