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Digital PR.
(eBook)
Author
Contributors
Published
Bingley : Emerald Publishing Limited, 2018.
Format
eBook
ISBN
9781787566194
Physical Desc
1 online resource (187 pages)
Status
Description
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Subjects
LC Subjects
Other Subjects
More Details
Language
English
Notes
Description
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.
Local note
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2023. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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Citations
APA Citation, 7th Edition (style guide)
Whatmough, D., & PRCA. (2018). Digital PR . Emerald Publishing Limited.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Whatmough, Danny and PRCA. 2018. Digital PR. Emerald Publishing Limited.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Whatmough, Danny and PRCA. Digital PR Emerald Publishing Limited, 2018.
MLA Citation, 9th Edition (style guide)Whatmough, Danny., and PRCA. Digital PR Emerald Publishing Limited, 2018.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
521e3208-2923-12d2-20a1-c97a006d2de0-eng
Grouping Information
| Grouped Work ID | 521e3208-2923-12d2-20a1-c97a006d2de0-eng |
|---|---|
| Full title | digital pr |
| Author | whatmough danny |
| Grouping Category | book |
| Last Update | 2023-03-28 17:59:37PM |
| Last Indexed | 2024-11-20 02:02:57AM |
Book Cover Information
| Image Source | ebrary |
|---|---|
| First Loaded | Jun 21, 2023 |
| Last Used | Nov 22, 2024 |
Marc Record
| First Detected | Mar 28, 2023 06:04:58 PM |
|---|---|
| Last File Modification Time | Mar 28, 2023 06:04:58 PM |
MARC Record
| LEADER | 06271nam a22004573i 4500 | ||
|---|---|---|---|
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| 005 | 20230328122118.0 | ||
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| 020 | |a 9781787566194|q (electronic bk.) | ||
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| 100 | 1 | |a Whatmough, Danny. | |
| 245 | 1 | 0 | |a Digital PR. |
| 264 | 1 | |a Bingley :|b Emerald Publishing Limited,|c 2018. | |
| 264 | 4 | |c Ã2018. | |
| 300 | |a 1 online resource (187 pages) | ||
| 336 | |a text|b txt|2 rdacontent | ||
| 337 | |a computer|b c|2 rdamedia | ||
| 338 | |a online resource|b cr|2 rdacarrier | ||
| 490 | 1 | |a PRCA Practice Guides | |
| 505 | 0 | |a Intro -- Digital PR -- Contents -- Foreword -- 1: Introduction -- An Industry Slow to ADAPT -- Needed Now More than Ever -- Societal Shifts -- Trust and the Decline of the Third Estate -- Mass Influence is Within Reach -- The Death of Interruption Marketing -- The Digital Status Quo -- Towards an Evolved Approach -- The More Things Change, the More Things Stay the Same -- 2: Data -- The Role for Data in PR -- Getting Data Access -- Understanding Audiences -- Putting Data through a Business Lens -- Data and ITS Role in Targeting -- Targeting on Steroids through Social -- Testing and Learning -- Reactive Data Insights -- Building a Data Operation -- Questions -- 3: The Digital PR Ecosystem -- The Social Shift -- Homogenised Marketing -- Defining What Success Looks Like -- The Question oF Ownership -- Constructing the Customer Journey -- Building a Digital PR Strategy -- Drawing the Lines of Battle and Defining the Role of PR -- The Role of Content and Creative -- Digital Disruption within Channels -- Cross-channel Impact -- Campaign Cadence -- Making a Case for PR's Seat at the Table -- Questions -- 4: Media Relations -- The Evolving Media Bubble -- Changing Journalist Priorities -- The New 'Journalists' -- A Data-led Approach to Media Lists -- Killing the Press Release -- Towards a New Media Strategy -- The Sell-in -- Going Back to Basics -- Media Partnerships -- Syndication -- The Digital Spokesperson -- Broadcast, Video and Live Content -- Providing Access to Events Through Digital -- Questions -- 5: Social Media -- The Social Media Journey for Brands -- When Social Got Strategic -- Who Owns Social? -- Developing a Social Strategy -- Content Planning -- Content Types and Formats -- Image -- Video -- Canvas -- Stories -- Carousels and Collections -- Social Media Targeting -- Building and Sustaining a Community -- Internal Contact Centre. | |
| 505 | 8 | |a Internal Hybrid -- External Hybrid -- External -- Using Social for Conversion -- Real-time Marketing -- Blogging and Enterprise Networking -- Questions -- 6: Digital Content and Creativity -- The Battle for Stories -- Lead Creative and Matching Luggage -- The Value of Insight and Strategy -- The Growth of PR Creatives -- Immersive Formats -- Why Less is More -- Agile Content Capture -- The Perils of Newsrooms -- UGC: Perils and Rewards -- Questions -- 7: Influencers -- The Professionalisation of Influence -- The Authenticity Balance -- The Rise of Data and Importance of Identification -- Influencers are Not Journalists -- Declaring Interest -- Collaboration and Co-creation -- Influencers as Content Creators -- Building Influencers from Within -- Questions -- 8: Digital Marketing -- The Blurred Lines -- The Search Engine Marketing (SEO) 'Miss' -- Digital Services as Part of a PR Campaign -- Building a Customer Journey -- Proving Value -- The Changing Role of a Website -- PR as a Contributor to the Marketing Mix -- Questions -- 9: Paid Media -- The Death of PESO -- The Argument for Paid Media -- Pay to Play -- An Earned Approach to Paid Media -- The Power of Targeting -- Using Paid Media to Boost PR -- Influencers and Media Partnerships -- Challenges with Paid Media -- Questions -- 10: Corporate and B2B -- The Power of Targeting -- Demonstrating Value through Conversion -- Building Reputation -- Developing Thought Leaders -- Working with Wikipedia -- Managing Crisis -- Public Affairs and Lobbying -- Internal Communications and Employee Engagement -- Enterprise Social Networking -- Questions -- 11: Reporting and Measurement -- Battling a Bad Reputation -- Setting Objectives -- The Right Strategy -- Finding and Collecting Data -- Drowning in Data and KPIs -- Outputs and Outcomes -- Coverage Tracking -- A Revolution in Social Measurement. | |
| 505 | 8 | |a Dashboards and Reports -- Making it Matter - Using Learnings and Insights -- Questions -- 12: Emerging Technology -- How to Use Technology -- Avoiding the Bandwagon -- Trial and Error -- Proving Return On Investment (ROI) -- The Communication Opportunity in Technology -- Questions -- 13: Building a Future-Proofed PR Team -- Starting from Scratch -- Critical Skills -- Fixing the Skills Gap -- Managing Internal Silos -- Bringing New Talent into Agencies -- Small Consultancies and the Power of Partnership -- Tools and Processes -- Building Diversity -- Questions -- Further Reading -- References -- Index. | |
| 520 | |a 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. | ||
| 588 | |a Description based on publisher supplied metadata and other sources. | ||
| 590 | |a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2023. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries. | ||
| 650 | 0 | |a Public relations. | |
| 655 | 4 | |a Electronic books. | |
| 700 | 1 | |a PRCA. | |
| 776 | 0 | 8 | |i Print version:|a Whatmough, Danny|t Digital PR|d Bingley : Emerald Publishing Limited,c2018|z 9781787566224 |
| 797 | 2 | |a ProQuest (Firm) | |
| 830 | 0 | |a PRCA Practice Guides | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/pit/detail.action?docID=5568954|z Click to View |