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Share This: The Social Media Handbook for PR Professionals




Share This: The Social Media Handbook for PR Professionals

CIPR (Chartered Institute of Public Relations)

ISBN: 978-1-118-40484-3 July 2012 260 Pages

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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