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Share This: The Social Media Handbook for PR Professionals

ISBN: 978-1-118-40484-3
260 pages
September 2012
Share This: The Social Media Handbook for PR Professionals (111840484X) cover image


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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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

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Author Information

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.
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“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

"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



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