Digital PR
Seiten
2018
Emerald Publishing Limited (Verlag)
978-1-78756-622-4 (ISBN)
Emerald Publishing Limited (Verlag)
978-1-78756-622-4 (ISBN)
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.
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.
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.
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.
Chapter 1. Introduction Chapter 2. Data
Chapter 3. The Digital PR ecosystem
Chapter 4. Media Relations
Chapter 5. Social Media
Chapter 6. Content and creativity
Chapter 7. Influencers
Chapter 8. Digital marketing
Chapter 9. Paid media
Chapter 10. Corporate and B2B
Chapter 11. Reporting and measurement
Chapter 12. Emerging Technologies
Chapter 13. Building a future-proofed digital PR team
| Erscheinungsdatum | 13.11.2018 |
|---|---|
| Reihe/Serie | PRCA Practice Guides Book Set (2018-2019) |
| Mitarbeit |
Sonstige Mitarbeit: PRCA |
| Verlagsort | Bingley |
| Sprache | englisch |
| Maße | 129 x 198 mm |
| Gewicht | 242 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-78756-622-6 / 1787566226 |
| ISBN-13 | 978-1-78756-622-4 / 9781787566224 |
| Zustand | Neuware |
| Haben Sie eine Frage zum Produkt? |
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