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.
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
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