LEADER 03506nam 2200577I 450 001 9910820658303321 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$dİ2019 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$01640273 801 0$bUtOrBLW 801 1$bUtOrBLW 906 $aBOOK 912 $a9910820658303321 996 $aDigital PR$93983737 997 $aUNINA