LEADER 03506nam 2200577I 450 001 9910793375703321 005 20181115125929.0 010 $a1-78756-621-8 010 $a1-78756-619-6 035 $a(CKB)4100000007101695 035 $a(MiAaPQ)EBC5568954 035 $a(Au-PeEL)EBL5568954 035 $a(OCoLC)1061103632 035 $a(UtOrBLW)9781787566194 035 $a(EXLCZ)994100000007101695 100 $a20181115h20182019 uy 0 101 0 $aeng 135 $aurun||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDigital PR /$fby Danny Whatmough 205 $aFirst edition. 210 1$aBingley, England :$cEmerald Publishing,$d[2019] 210 4$d©2019 215 $a1 online resource (187 pages) 225 0 $aPRCA practice guides 311 $a1-78756-620-X 311 $a1-78756-622-6 320 $aIncludes bibliographical references and index. 327 $aPrelims -- 1. Introduction -- 2. Data -- 3. The digital PR ecosystem -- 4. Media relations -- 5. Social media -- 6. Digital content and creativity -- 7. Influencers -- 8. Digital marketing -- 9. Paid media -- 10. Corporate and B2B -- 11. Reporting and measurement -- 12. Emerging technology -- 13. Building a future-proofed PR team -- Further reading -- References -- Index. 330 $aDigital changes everything. That's a truth that has played out across industries the world over. And PR is a perfect example of an industry that has been forced to transform. Across every PR discipline, from media relations and content creation through to social media and influencer marketing, digital has changed traditional PR techniques and ushered in a whole new wave of specialisms that previously did not exist. This book acts as a guide to this era of transformation. It's a manual that summaries the trends affecting our industry. It examines the techniques that have changed and also investigates some of the new approaches that are starting to emerge. It poses the questions that modern PR practitioners need to ask, whether working in-house or in an agency, and will be equally relevant for those studying PR or coming into the industry as it will those who are hardened professionals facing a future that looks significantly different to the tried and tested approaches of the past. This is a book about opportunity. A book that shines a light on how adoption of data, audience planning and creativity, seen through a digital lens, can transform an industry, making it more relevant and necessary that ever before. It's a celebration of the power of earned media in a world where we are, as consumers of media, increasingly shunning interruptive marketing and looking for connection and true engagement. 410 0$aPRCA practice guides. 606 $aInternet in public relations 606 $aDigital communications 606 $aPublic relations$xInformation services 606 $aBusiness & Economics$xMarketing$xGeneral$2bisacsh 606 $aSales & marketing$2bicssc 615 0$aInternet in public relations. 615 0$aDigital communications. 615 0$aPublic relations$xInformation services. 615 7$aBusiness & Economics$xMarketing$xGeneral. 615 7$aSales & marketing. 676 $a659.2 700 $aWhatmough$b Danny$01568692 801 0$bUtOrBLW 801 1$bUtOrBLW 906 $aBOOK 912 $a9910793375703321 996 $aDigital PR$93841002 997 $aUNINA LEADER 01634nam0-22005411i-450 001 990004124900403321 005 20240424105218.0 035 $a000412490 035 $aFED01000412490 035 $a(Aleph)000412490FED01 035 $a000412490 100 $a20120314d1969----km-y0itay50------ba 101 1 $aita 102 $aIT 105 $ay-------001cy 200 1 $a<>suicidio$a<>educazione morale$fEmile Durkheim$gintroduzione di Luciano Cavalli$gtraduzione di Maria José Tosi$gnota biografica e nota bibliografica a cura di Vincenzo Pasquali 210 $aTorino$cUTET$d1969 215 $a722 p.$d24 cm 225 1 $aClassici della sociologia 454 0$12001$a<>suicide$916340 454 0$12001$a<>éducation morale$916341 610 0 $aSociologia$aTeoria 610 0 $aSuicidio$aCause sociali 610 0 $aMoralità$aEducazione 610 0 $aEducazione morale 676 $a301.01$v11$zita 676 $a362.283$v11$zita 676 $a370.114$v11$zita 700 1$aDurkheim,$bÉmile$f<1858-1917>$0422265 702 1$aCavalli,$bLuciano 702 1$aPasquali,$bVincenzo 702 1$aTosi,$bMaria José 801 0$aIT$bUNINA$gRICA$2UNIMARC 901 $aBK 912 $a990004124900403321 952 $a301.093 UTET 02$bIST.FIL.M.2106$fFLFBC 952 $a5,4-208$fDSPCP 952 $a301.01 DUR 11$b2059$fBFS 952 $aXICLCOLL2-2$fDFD 952 $a21132 DUR$b043451$fSES 959 $aFLFBC 959 $aDSPCP 959 $aBFS 959 $aDFD 959 $aSES 996 $aÉducation morale$916341 996 $aSuicide$916340 997 $aUNINA