Details

<p>List of Contributors x</p> <p>Foreword by Jane Wilson xi</p> <p>Introduction by Stephen Waddington xiii</p> <p><b>Part I Changing Media, Changing PR 1</b></p> <p>1 An Introduction to Social Networks 3<br /><i>Katy Howell</i></p> <p><b>Part II Planning 13</b></p> <p>2 Kick‑Start Your Social Media Strategy 15<br /><i>Simon Sanders</i></p> <p>3 What has Google Ever Done for PR? 23<br /><i>Andrew Smith</i></p> <p>4 Integrating Traditional and Social Media 31<br /><i>Helen Nowicka</i></p> <p>5 Social Media Guidelines: Creating Freedom Within a Framework 39<br /><i>Gemma Griffiths</i></p> <p>6 Open Communication: Psychology, Ethics and Etiquette 49<br /><i>Becky McMichael</i></p> <p><b>Part III Networks 59</b></p> <p>7 Facebook: A Way to Engage with Your Audiences 61<br /><i>Robin Wilson</i></p> <p>8 Twitter: The Unstoppable Rise of Microblogging 71<br /><i>Alex Lacey</i></p> <p>9 LinkedIn: Social Networking for Professionals 79<br /><i>Matt Appleby</i></p> <p>10 Google+: Better than Buzz? 87<br /><i>Dan Tyte</i></p> <p>11 The Business of Blogging 93<br /><i>Stephen Waddington</i></p> <p><b>Part IV Online Media Relations 101</b></p> <p>12 Modern Media Relations and Social Media Newsrooms 103<br /><i>Stuart Bruce</i></p> <p>13 Brands as Media 113<br /><i>Rob Brown</i></p> <p>14 The Future of Broadcast 121<br /><i>Russell Goldsmith</i></p> <p>15 Media Relations Modernised 129<br /><i>Adam Parker</i></p> <p>16 Pitching Using Social Media 137<br /><i>Julio Romo</i></p> <p><b>Part V Monitoring and Measurement 145</b></p> <p>17 Real-Time Public Relations 147<br /><i>Philip Sheldrake</i></p> <p>18 Social Media Monitoring 157<br /><i>Andrew Smith</i></p> <p>19 Measuring Social Media 163<br /><i>Richard Bagnall</i></p> <p><b>Part VI Skills 175</b></p> <p>20 Skilling Up for the Future 177<br /><i>Daljit Bhurji</i></p> <p>21 The Future of PR Education 185<br /><i>Richard Bailey</i></p> <p><b>Part VII Industry Change 193</b></p> <p>22 Employee Engagement: How Social Media are Changing Internal Communication 195<br /><i>Rachel Miller</i></p> <p>23 Back to the Future for Public Sector Communications 205<br /><i>Mark Pack</i></p> <p>24 Modernising Public Affairs for the Digital Age 213<br /><i>Stuart Bruce</i></p> <p>25 Social Media and the Third Sector 221<br /><i>Simon Collister</i></p> <p><b>Part VIII The Future 229</b></p> <p>26 Here Comes Web 3.0 and the Internet of Things 231<br /><b>Philip Sheldrake</b></p> <p>Index 237</p>

<b>The Chartered Institute of Public Relations (CIPR)</b> – 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.

<p><i>Share This</i> is a practical handbook to the biggest changes taking place in the media and its professions. It has been created by the Chartered Institute of Public Relations (CIPR) Social Media Panel and was written in the cloud using many of the social techniques that it addresses.</p>

<p>“Social media has become an invaluable tool in my PR armoury by giving me a direct voice to speak directly to members of the media and the general public.  This book is a useful guide to using social media effectively."—<b>Lord Sugar</b><br /> <br /> "Social media is PR. And this is a book by PR professionals and experts in social media. If you're a PR professional, get the expertise and insights of the CIPR Social Media panel and impress your friends and clients. Gets a +1 from me. Like."—<b>Paul Mylrea, Director of Communications, BBC</b><br /> <br /> "This crowd-sourced book on social media is a welcome addition to PR literature, as it brings together a range of insights and world-views of social media and helps the sense-making process on its roles, value creation and appropriate strategies. I hope it will be regularly updated, as this is such a fast-moving field."—<b>Professor Tom Watson, Professor of Public Relations, Bournemouth University</b><br /> <br /> “Blogs like mine set the news agenda for traditional media, PRs would be daft to ignore a book about how old-school spin is dead and full of advice about how to work better now that social media has rewritten the rules."—<b>Paul Staines (aka Guido Fawkes)</b><br /> <br /> “This book challenges the minds and expands the horizons of PR and marketing professionals operating in today’s digital age, providing excellent insight into how to survive and thrive in it.”—<b>Steve Walker, FCIM, EMEA VP Corporate Communications, Oracle Corporation</b><br /> <br /> "Social media presents significant opportunities to the PR industry, and understanding and embracing these is critical to business success. This book covers and shines light on some of the most important topics in social media today.  A must read for anyone in the PR business."—<b>Andrew Bloch, Vice-Chairman and Founder, Frank PR</b><br /> <br /> "If you want to join a conversation on the convergence of digital and PR, this book is the conversation to go for. A series of essays that shakes up the status quo, questions conventional PR practices, and takes thoughtful positions in a social tone that will challenge, engage and entertain the reader. Get it while it’s hot!"—<b>Gerry Brown, FCIM, Lead Digital Analyst, Bloor Research</b><br /> <br /> "<i>Share This</i> is a brilliant concept - well conceived, well packaged, well written and a ‘must read’ for any PR professional practicing today. To have such a broad compilation of views on social media -- written specifically from a PR perspective -- is definitely something our industry has been crying out for."—<b>Trevor Young (aka PR Warrior), Edelman Australia</b><br /> <br /> "From corporate communications to brand marketing, social is now at the heart of what we do as PR professionals. This book provides outstanding practical guidance developed by some of our industry’s most distinguished practitioners and honed through the very methods that they recommend."—<b>Marshall Manson, Managing Director, Digital, EMEA, Edelman</b></p> <p>“When trying to make sense of the rapidly evolving social media world it makes sense to listen to the wisdom of crowds and <i>Share This: The Social Media Handbook for PR Professionals</i> does exactly that, being the result of a collaborative, online process using Google Documents.  What makes <i>Share This</i> really valuable is the assumption that the PR reader isn’t starting from scratch; so those with a working knowledge of social media can use the book to provide practical and trend-led insights and apply them to communication challenges today – and probably tomorrow. As PR realises the power of social media to radically change how brands communicate with their audiences, never has there been a better time to read this book.”—<b>Avril Lee,</b> <b>Partner, CEO London, Ketchum Pleon</b></p> <p> </p> <p> </p>

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