Digital PR /
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Bingley, UK :
Emerald Publishing Limited,
2019.
|
| Edition: | First edition. |
| Series: | PRCA practice guides.
|
| Subjects: | |
| Online Access: | Connect to this title online (unlimited simultaneous users allowed; 325 uses per year) |
Table of Contents:
- Machine generated contents note: 1. Introduction
- Industry Slow to Adopt
- Needed Now more than Ever
- Societal Shifts
- Trust and the Decline of the Third Estate
- Mass Influence is within Reach
- Death of Interruption Marketing
- Digital Status Quo
- Towards an Evolved Approach
- More Things Change, the More Things Stay the Same
- 2. Data
- 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. Digital PR Ecosystem
- Social Shift
- Homogenised Marketing
- Defining what Success Looks Like
- Question of Ownership
- Constructing the Customer Journey
- Building a Digital PR Strategy
- Drawing the lines of Battle and Defining The Role of PR
- 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
- Evolving Media Bubble
- Changing Journalist Priorities
- New Journalists'
- Data-Led Approach to Media Lists
- Killing the Press Release
- Towards a New Media Strategy
- Sell-In
- Going Back to Basics
- Media Partnerships
- Syndication
- Digital Spokesperson
- Broadcast, Video and Live Content
- Providing Access to Events through Digital
- Questions
- 5. Social Media
- Social Media Journey for Brands
- When Social got Strategic
- Who Owns Social?
- Developing a Social Strategy
- Content Planning
- Content Types and Formats
- Social Media Targeting
- Building and Sustaining a Community
- Using Social for Conversion
- Real-Time Marketing
- Slogging and Enterprise Networking
- Questions
- 6. Digital Content and Creativity
- Battle for Stories
- Lead Creative and Matching Luggage
- Value of Insight and Strategy
- Growth of PR Creatives
- Immersive Formats
- Why Less is More
- Agile Content Capture
- Perils of Newsrooms
- UGC: Perils and Rewards
- Questions
- 7. Influences
- Professionalisation of Influence
- Authenticity Balance
- Rise of Data and Importance of Identification
- Influences are not Journalists
- Declaring Interest
- Collaboration and Co-Creation
- Influences as Content Creators
- Building Influences from within
- Questions
- 8. Digital marketing
- Blurred lines
- SEO `Miss'
- Digital Services as Part of a PR Campaign
- Building a Customer Journey
- Proving Value
- Changing Role of a Website
- PR as a Contributor to the Marketing Mix
- Questions
- 9. Paid media
- Death of PESO
- Argument for Paid Media
- Pay to Play
- Earned Approach to Paid Media
- Power of Targeting
- Using Paid Media to Boost PR
- Influences and Media Partnerships
- Challenges with Paid Media
- Questions
- 10. Corporate and B2B
- 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
- Right Strategy
- Finding and Collecting Data
- Drowning in Data and Kpis
- Outputs and Outcomes
- Coverage Tracking
- 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 ROI
- 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.