Online Public Relations: A Strategic Approach.pdf

Online Public Relations: A Strategic Approach.pdf


David Phillips is Professor of Online Public Relations at Escola Superior de Comunicacao Social, Lisbon, lectures at Gloucestershire and Quadriga (Berlin) University, and has written three books about online PR. A Fellow of the CIPR and Society of New Communications Research, he is a Director of Klea Global, a digital monitoring and evaluation company.Philip Young is project leader for NEMO: New Media, Modern Democracy at Lund University, Sweden. Before this he lectured in PR at the University of Sunderland and was a lead researcher on EUPRERA's EuroBlog project. He has run the Mediations weblog on PR theory and practice since 2004.

The internet, social media and advances in mobile technology have totally revolutionized the practice of public relations; a revolution that has not only affected the way PR professionals communicate but has transformed the nature of communication itself. This thoroughly revised third edition of Online Public Relations shows readers how to use online tools - now integral to most areas of PR practice - intelligently and effectively. David Phillips and Philip Young explore the growth of social media, mobile apps and online communities and environments, providing valuable guidance on developing a strategy to make the most of these key platforms for communication. Essential reading for students and practitioners of PR, this book offers a timely and authoritative review of the ever-changing world of online PR, and a wealth of practical advice.


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