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Digital PR [Kietas viršelis]

3.63/5 (21 ratings by Goodreads)
Other , (Weber Shandwick, USA)
  • Formatas: Hardback, 192 pages, aukštis x plotis x storis: 198x129x18 mm, weight: 242 g
  • Serija: PRCA Practice Guides Book Set (2018-2019)
  • Išleidimo metai: 13-Nov-2018
  • Leidėjas: Emerald Publishing Limited
  • ISBN-10: 1787566226
  • ISBN-13: 9781787566224
Kitos knygos pagal šią temą:
Digital PRDidesnis paveikslėlis
  • Formatas: Hardback, 192 pages, aukštis x plotis x storis: 198x129x18 mm, weight: 242 g
  • Serija: PRCA Practice Guides Book Set (2018-2019)
  • Išleidimo metai: 13-Nov-2018
  • Leidėjas: Emerald Publishing Limited
  • ISBN-10: 1787566226
  • ISBN-13: 9781787566224
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781787566224.html
Raktažodžiai:
Digital changes everything. That’s a truth that has played out across industries the world over. And PR is a perfect example of an industry that has been forced to transform. Across every PR discipline, from media relations and content creation through to social media and influencer marketing, digital has changed traditional PR techniques and ushered in a whole new wave of specialisms that previously did not exist. This book acts as a guide to this era of transformation. It’s a manual that summaries the trends affecting our industry. It examines the techniques that have changed and also investigates some of the new approaches that are starting to emerge. It poses the questions that modern PR practitioners need to ask, whether working in-house or in an agency, and will be equally relevant for those studying PR or coming into the industry as it will those who are hardened professionals facing a future that looks significantly different to the tried and tested approaches of the past. This is a book about opportunity. A book that shines a light on how adoption of data, audience planning and creativity, seen through a digital lens, can transform an industry, making it more relevant and necessary that ever before. It’s a celebration of the power of earned media in a world where we are, as consumers of media, increasingly shunning interruptive marketing and looking for connection and true engagement.

The digital revolution has caused a seismic shift in the PR industry. It’s altered every corner of the industry, bringing challenges and opportunities in equal measure. This book describes where we’ve been, where we are and where we’re going. It’s a manual for practitioners looking for guidance and ideas on how best to navigate this changing space.

Recenzijos

At a time of massive change for the communications industry this is a must-have look at what is now possible with PR in digital form. It shows how data has transformed an impressionistic art into something much more akin to a disciplined science without losing the capacity for magic that PR has always had. -- Mark Lund, CEO, McCann World Group An engaging and comprehensive explanation of how to deal with the impact of digital on day to day PR. Whatmough communicates the complexity, scale and consequences of digital in easily accessible prose, combing it with tips and techniques to make the most of its potential. A must-read for all practitioners trying to work out how to effectively adapt to the digital world in their practice. -- Lee Edwards, Associate Professor, Media and Communications at LSE If it can be digitised, it will be digitised - and everything can be digitised. PR is no exception, and its happening far faster than many pros realise. This is your road map, travel guide and instruction manual; keep it handy! -- David Gallagher, President, Omnicom PR With digital being such a big part of everything PR, Danny Whatmoughs new book comes at the perfect time. Digital PR is a well written manual that covers the numerous specialisms offered by a successful PR agency today, and how that has changed an industry build on a generalist model. Informative and persuasive, passionate without being preachy, Dannys book is a must read for PR veterans and new joiners alike. -- Candace Kuss, Director of Social Media, Hill+Knowlton Strategies Whatmough, a digital specialist within the public relations industry, describes changes digital technology has made to the daily activities of public relations practitioners. He addresses the role of data, the digital public relations ecosystem, media relations, social media, digital content and creativity, the professionalization of influence and influencers, digital marketing, paid media, corporate and business-to-business marketing, reporting and measurement, emerging technology, and building a future-proof public relations team. -- Annotation ©2018 * (protoview.com) *

Foreword xiii
1 Introduction
1(1)
An Industry Slow to Adopt
2(1)
Needed Now more than Ever
2(1)
Societal Shifts
3(1)
Trust and the Decline of the Third Estate
4(1)
Mass Influence is within Reach
5(1)
The Death of Interruption Marketing
6(1)
The Digital Status Quo
6(1)
Towards an Evolved Approach
7(1)
The More Things Change, the More Things Stay the Same
8(1)
2 Data
9(1)
The Role for Data in PR
10(1)
Getting Data Access
10(2)
Understanding Audiences
12(3)
Putting Data Through a Business Lens
15(1)
Data and its Role in Targeting
16(1)
Targeting on Steroids through Social
17(2)
Testing and Learning
19(1)
Reactive Data Insights
20(1)
Building a Data Operation
21(1)
Questions
22(1)
3 The Digital PR Ecosystem
23(1)
The Social Shift
24(1)
Homogenised Marketing
25(1)
Defining what Success Looks Like
25(1)
The Question of Ownership
26(1)
Constructing the Customer Journey
27(2)
Building a Digital PR Strategy
29(1)
Drawing the lines of Battle and Defining The Role of PR
29(2)
The Role of Content and Creative
31(1)
Digital Disruption within Channels
32(1)
Cross-Channel Impact
32(1)
Campaign Cadence
33(2)
Making a Case For PR's Seat at the Table
35(1)
Questions
36(1)
4 Media Relations
37(1)
The Evolving Media Bubble
38(1)
Changing Journalist Priorities
39(1)
The New Journalists'
39(1)
A Data-Led Approach to Media Lists
40(1)
Killing the Press Release
41(3)
Towards a New Media Strategy
44(2)
The Sell-In
46(1)
Going Back to Basics
47(1)
Media Partnerships
48(1)
Syndication
49(1)
The Digital Spokesperson
50(1)
Broadcast, Video and Live Content
51(1)
Providing Access to Events through Digital
52(1)
Questions
53(2)
5 Social Media
55(1)
The Social Media Journey for Brands
56(1)
When Social got Strategic
57(1)
Who Owns Social?
58(1)
Developing a Social Strategy
59(2)
Content Planning
61(2)
Content Types and Formats
63(3)
Social Media Targeting
66(1)
Building and Sustaining a Community
67(4)
Using Social for Conversion
71(1)
Real-Time Marketing
72(1)
Slogging and Enterprise Networking
73(2)
Questions
75(2)
6 Digital Content and Creativity
77(1)
The Battle for Stories
77(2)
Lead Creative and Matching Luggage
79(1)
The Value of Insight and Strategy
80(1)
The Growth of PR Creatives
80(1)
Immersive Formats
81(1)
Why Less is More
82(1)
Agile Content Capture
83(1)
The Perils of Newsrooms
83(1)
UGC: Perils and Rewards
84(1)
Questions
85(2)
7 Influences
87(1)
The Professionalisation of Influence
88(1)
The Authenticity Balance
89(1)
The Rise of Data and Importance of Identification
90(2)
Influences are not Journalists
92(2)
Declaring Interest
94(1)
Collaboration and Co-Creation
95(1)
Influences as Content Creators
96(1)
Building Influences from within
96(2)
Questions
98(1)
8 Digital marketing
99(1)
The Blurred lines
100(1)
The SEO `Miss'
100(2)
Digital Services as Part of a PR Campaign
102(1)
Building a Customer Journey
102(1)
Proving Value
103(1)
The Changing Role of a Website
104(1)
PR as a Contributor to the Marketing Mix
105(1)
Questions
106(1)
9 Paid media
107(1)
The Death of PESO
108(1)
The Argument for Paid Media
109(1)
Pay to Play
110(1)
An Earned Approach to Paid Media
110(1)
The Power of Targeting
111(1)
Using Paid Media to Boost PR
112(2)
Influences and Media Partnerships
114(1)
Challenges with Paid Media
115(1)
Questions
116(3)
10 Corporate and B2B
119(1)
The Power of Targeting
120(1)
Demonstrating Value Through Conversion
121(1)
Building Reputation
122(1)
Developing thought Leaders
123(1)
Working with Wikipedia
124(2)
Managing Crisis
126(2)
Public Affairs and Lobbying
128(1)
Internal Communications and Employee Engagement
128(2)
Enterprise Social Networking
130(1)
Questions
131(2)
11 Reporting and Measurement
133(1)
Battling a Bad Reputation
134(1)
Setting Objectives
135(1)
The Right Strategy
136(1)
Finding and Collecting Data
137(1)
Drowning in Data and Kpis
137(1)
Outputs and Outcomes
138(1)
Coverage Tracking
139(1)
A Revolution in Social Measurement
139(1)
Dashboards and Reports
140(1)
Making it Matter -- Using Learnings and Insights
141(1)
Questions
142(3)
12 Emerging Technology
145(1)
How to Use Technology
146(1)
Avoiding the Bandwagon
147(1)
Trial and Error
148(2)
Proving ROI
150(1)
The Communication Opportunity in Technology
151(1)
Questions
152(1)
13 Building a Future-Proofed PR Team
153(1)
Starting from Scratch
154(2)
Critical Skills
156(2)
Fixing the Skills Gap
158(1)
Managing Internal Silos
158(1)
Bringing New Talent into Agencies
159(1)
Small Consultancies and the Power of Partnership
160(1)
Tools and Processes
161(1)
Building Diversity
161(1)
Questions
162(1)
Further Reading 163(2)
References 165(2)
Index 167
Danny Whatmough is Managing Director, Integrated Media at Weber Shandwick. He has worked for over a decade as a digital specialist within the PR industry, servicing a range of brands and businesses across B2B and B2C sectors including P&G, HSBC, Coty, Nestle, Unilever, Roche, IBM, Citrix and Vauxhall.