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Digital PR
Author
Title
Digital PR.
ISBN
9781787566194
9781787566224
Publication
Bingley : Emerald Publishing Limited, 2018.
Copyright Notice Date
©2018.
Physical Description
1 online resource (187 pages)
Local Notes
Access is available to the Yale community.
Notes
Description based on publisher supplied metadata and other sources.
Access and use
Access restricted by licensing agreement.
Summary
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.
Variant and related titles
ProQuest ebook central.
Other formats
Print version: Whatmough, Danny Digital PR Bingley : Emerald Publishing Limited,c2018
Format
Books / Online
Language
English
Added to Catalog
July 08, 2021
Series
PRCA Practice Guides
Contents
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.
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.
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.
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