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Part VI: Business Change and Opportunities for the Public Relations Industry
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Part VI: Business Change and Opportunities for the Public Relations Industry
by Stephen Waddington, Rob Brown, Chartered Institute of Public Relations
Share This Too: More Social Media Solutions for PR Professionals
Cover
Title page
Copyright page
List of Contributors
Foreword
Introduction
Part I: The Future of Public Relations
Chapter 1: Digital PR Is Dead: Social Goes Mainstream
The continuing evolution of the media
The blurring of channels
The impact of social media and networks
The growth of social media adoption
Digital is part of every programme
Evolution and the opportunity for PR
Opportunities we should seize
Biography
Chapter 2: The Shift to Conversation: Content, Context and Avoiding Cheap Talk
Getting started
Content and context
Building the right relationships
One size doesn't fit all
Biography
Chapter 3: Content Frameworks: Using Content to Achieve Marketing Communications Goals
Rise of content marketing
Developing content strategies
Content production framework
Conclusion
Biography
Part II: Audiences and Online Habits
Chapter 4: Planning: Audiences, Media and Networks
Where we've come from
Where we're at
Biography
Chapter 5: Digital Anthropology
Etiquette – a definition
Table manners – family, friends and business
Attention span and absentee attendance
Etiquette – breaking up
Biography
Chapter 6: Understanding Social Capital
What is social capital?
Influence and social media capital
Relevance is King
Social media capital scoring approaches
Social capital for PR
The value of social capital
Biography
Chapter 7: The Unsocial Web
The three problems to avoid
Staying out of trouble
How to manage feedback and responses
Conclusion
Biography
Part III: Conversations
Chapter 8: Gamification: Engaging Audiences through Play
Gamifying participation at DevHub
Consumer loyalty: Samsung Nation
Science: FoldIt
How GiffGaff turns customer service into a game
Snake Oil 2.0?
How should communicators use gamification?
The future of gamification
Biography
Chapter 9: Community Management
What is community management?
What should be on your community management checklist
Summary
Biography
Chapter 10: Curation
The news now finds you
Welcome to the era of Big Data
Summary
Biography
Chapter 11: Live Social Events
Learn to walk before you jump
Hanging out with Google
There's a first for everyone
Producing live content
Final thoughts
Biography
Part IV: New Channels, New Connections
Chapter 12: Mobile Media
The supercomputer in a smartphone
Curated, personalized and highly mobile news
The data-driven society with mobile at its core
The smartphone to multicorder
Biography
Chapter 13: To App or Not To App?
1. Hyper-connected devices
2. Hyper-connected applications
3. The mobile hub
4. Mobile-directed experience
5. A new creative landscape
Overall implications for brand strategy
Biography
Chapter 14: The Visual Web
A bird's eye view
Networks and top tips
The new press release?
Biography
Chapter 15: Finding Your Way around: from Foursquare to Google Glass
Where will you check in?
Augmented reality apps
Putting PR on the map
Biography
Chapter 16: Connected Employees
What is employee engagement?
Informed employee voice
Social media and employee engagement
Connecting with unconnected employees
Biography
Part V: Professional Practice
Chapter 17: Social Media and the Law
Defamation
Liability online
Receiving a complaint
Privacy, confidence and data protection
Considerations and tips
Copyright
Trademarks and passing off
Biography
Chapter 18: Online Crisis Management
Defining a crisis
Crisis planning
Brand monitoring
Crisis management plan
Crisis response
Post-crisis phase
Biography
Chapter 19: Wikipedia and Reputation Management
Building a crowdsourced encyclopaedia
Reputation management
Relationship with public relations practitioners
Working with Wikipedia
How to help improve Wikipedia articles
Engaging with the community
Dealing with disputes
Wikipedia works
Biography
Chapter 20: The Rise and Rise of Digital Pharma
The global healthcare landscape
How patients approach digital health
Healthcare professionals and the increased adoption of digital health
Avoiding the code breakers – how to navigate regulatory responsibilities
Control and adversity
Getting creative with digital health communications
What's next?
How do you kick things off?
Biography
Chapter 21: Social in Corporate Communications
Digital versus social
Role of 21st century corporate communicator
Corporate reflections on social media
Using social technologies
Biography
Chapter 22: Putting the Social into Corporate Social Responsibility
The social web should be integral to CSR
Innovative uses of social media for CSR
The social media trap for bad CSR
New opportunities for CSR social media
Biography
Chapter 23: Building a Personal Brand Online
So what's changed?
Lies and league tables
What do I know?
Recruitment as matchmaking
Biography
Chapter 24: The Social CEO
Social's trending with CEOs
Make me social
All views my own
Buy me, trust me, love me
Biography
Chapter 25: Working across Borders and Boundaries
Social media and globalization
Networks by countries
Language and culture
Desktop v. mobile
Biography
Part VI: Business Change and Opportunities for the Public Relations Industry
Chapter 26: Laying the Foundations for a Social Business
Convergence
Complexity
Biography
Chapter 27: Social Commerce: Show Me the Money
Impulsive purchases: harnessing the spontaneous buyer
Influencing to buy – social proof
Collaborative purchases
Buying everywhere: social across the consumer touch points
Biography
Chapter 28: How to Change Organizational Mindset
Using change management principles to increase social media adoption
Departments that must be influenced
Making a case for social media
A taste of what is to come
Statistics for the boss
Change is inevitable
Biography
Chapter 29: The Six Influence Flows
Grunig's 4th
Some definitions
Mapping the interactions
Mapping the influence flows
Social business
A new model of PR?
Biography
Part VII: Future Proofing the Public Relations Industry
Chapter 30: Metrics that Matter
Let's focus on the metrics that matter …
… Not just count what's easy to capture
A simple, credible approach
Biography
Chapter 31: Quantified Self
The rapid rise of Quantified Self
The sentient world
Quantified Self in action
Down to business
The employer brand
What's next? Why us?
Biography
Chapter 32: Network Topology
The link graph
The social graph
The economic graph and beyond
Biography
Chapter 33: The Public Relations Power of “Big Data”
What is Big Data?
Big Data and text mining applied to PR
Limitations of Big Data
Conclusions and future directions
Biography
Index
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Chapter 25: Working across Borders and Boundaries
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Chapter 26: Laying the Foundations for a Social Business
Part VI
Business Change and Opportunities for the Public Relations Industry
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