Share This (eBook)

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.

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

"Social media has become an invaluable tool in my PRarmoury by giving me a direct voice to speak directly to members ofthe media and the general public. This book is a useful guideto using social mediaeffectively."--Lord Sugar

"Social media is PR. And this is a book by PR professionals andexperts in social media. If you're a PR professional, get theexpertise and insights of the CIPR Social Media panel and impressyour friends and clients. Gets a +1 from me. Like."--PaulMylrea, Director of Communications, BBC

"This crowd-sourced book on social media is a welcome addition toPR literature, as it brings together a range of insights andworld-views of social media and helps the sense-making process onits roles, value creation and appropriate strategies. I hope itwill be regularly updated, as this is such a fast-movingfield."--Professor Tom Watson, Professor of PublicRelations, 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 isdead and full of advice about how to work better now that socialmedia has rewritten the rules."--Paul Staines (aka GuidoFawkes)

"This book challenges the minds and expands the horizons ofPR and marketing professionals operating in today's digitalage, providing excellent insight into how to survive and thrive init."--Steve Walker, FCIM, EMEA VP CorporateCommunications, Oracle Corporation

"Social media presents significant opportunities to the PRindustry, and understanding and embracing these is critical tobusiness success. This book covers and shines light on some of themost important topics in social media today. A must read foranyone in the PR business."--Andrew Bloch, Vice-Chairmanand Founder, Frank PR

"If you want to join a conversation on the convergence of digitaland PR, this book is the conversation to go for. A series of essaysthat shakes up the status quo, questions conventional PR practices,and takes thoughtful positions in a social tone that willchallenge, engage and entertain the reader. Get it while it'shot!"--Gerry Brown, FCIM, Lead Digital Analyst, BloorResearch

"Share This is a brilliant concept - well conceived, wellpackaged, well written and a 'must read' for any PRprofessional practicing today. To have such a broad compilation ofviews on social media -- written specifically from a PR perspective-- is definitely something our industry has been crying outfor."--Trevor Young (aka PR Warrior), EdelmanAustralia

"From corporate communications to brand marketing, social is now atthe heart of what we do as PR professionals. This book providesoutstanding practical guidance developed by some of ourindustry's most distinguished practitioners and honed throughthe very methods that they recommend."--Marshall Manson,Managing Director, Digital, EMEA, Edelman

"When trying to make sense of the rapidly evolving socialmedia world it makes sense to listen to the wisdom of crowds andShare This: The Social Media Handbook for PR Professionalsdoes exactly that, being the result of a collaborative, onlineprocess using Google Documents. What makes Share Thisreally valuable is the assumption that the PR reader isn'tstarting from scratch; so those with a working knowledge of socialmedia can use the book to provide practical and trend-led insightsand apply them to communication challenges today - andprobably tomorrow. As PR realises the power of social media toradically change how brands communicate with their audiences, neverhas there been a better time to read thisbook."--Avril Lee, Partner, CEO London,Ketchum Pleon