000			03187nam a2200445Ii 4500
001			9781787566194
003			UtOrBLW
005			20210303084908.0
006			m o d
007			cr un|||||||||
008			181115t20182019enk ob 001 0 eng d
020			_a9781787566194 (e-book)
040			_aUtOrBLW _beng _erda _cUtOrBLW
050		4	_aHD59 _b.W43 2018
072		7	_aKJS _2bicssc
072		7	_aBUS043000 _2bisacsh
080			_a659.2
082	0	4	_a659.2 _223
100	1		_aWhatmough, Danny, _eauthor.
245	1	0	_aDigital PR / _cby Danny Whatmough.
250			_aFirst edition.
264		1	_bEmerald Publishing Limited,
300			_a1 online resource (xiv, 172 pages).
490	0		_aPRCA practice guides
504			_aIncludes bibliographical references and index.
505	0		_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.
520			_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.
588	0		_aPrint version record
650		0	_aInternet in public relations.
650		0	_aDigital communications.
650		0	_aPublic relations _xInformation services.
650		7	_aBusiness & Economics _xMarketing _xGeneral. _2bisacsh
650		7	_aSales & marketing. _2bicssc
776			_z9781787566224
856	4	0	_uhttps://www.emerald.com/insight/publication/doi/10.1108/9781787566194
999			_c29963 _d29963