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Digital PR / / by Danny Whatmough
| Digital PR / / by Danny Whatmough |
| Autore | Whatmough Danny |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | United Kingdom : , : Emerald Publishing, , [2019] |
| Descrizione fisica | 1 online resource (187 pages) |
| Disciplina | 659.202854678 |
| Collana | PRCA practice guides |
| Soggetto topico |
Internet in public relations
Digital communications Public relations - Information services |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-78756-621-8
1-78756-619-6 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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. |
| Record Nr. | UNINA-9910480273403321 |
Whatmough Danny
|
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| United Kingdom : , : Emerald Publishing, , [2019] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Digital PR / / by Danny Whatmough
| Digital PR / / by Danny Whatmough |
| Autore | Whatmough Danny |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | Bingley, England : , : Emerald Publishing, , [2019] |
| Descrizione fisica | 1 online resource (187 pages) |
| Disciplina | 659.2 |
| Collana | PRCA practice guides |
| Soggetto topico |
Internet in public relations
Digital communications Public relations - Information services Business & Economics - Marketing - General Sales & marketing |
| ISBN |
1-78756-621-8
1-78756-619-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Prelims -- 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. |
| Record Nr. | UNINA-9910793375703321 |
|
Whatmough Danny
|
||
| Bingley, England : , : Emerald Publishing, , [2019] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Digital PR / / by Danny Whatmough
| Digital PR / / by Danny Whatmough |
| Autore | Whatmough Danny |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | Bingley, England : , : Emerald Publishing, , [2019] |
| Descrizione fisica | 1 online resource (187 pages) |
| Disciplina | 659.2 |
| Collana | PRCA practice guides |
| Soggetto topico |
Internet in public relations
Digital communications Public relations - Information services Business & Economics - Marketing - General Sales & marketing |
| ISBN |
1-78756-621-8
1-78756-619-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Prelims -- 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. |
| Record Nr. | UNINA-9910820658303321 |
|
Whatmough Danny
|
||
| Bingley, England : , : Emerald Publishing, , [2019] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||