PR 2.0
Subtitle: How Digital Media Can Help You Build a Sustainable Brand
Edition: First edition.
Publisher: Taylor and Francis
Published: 2017
Place of publication: London
Language: eng
Number of pages: 84
ISBN-13: 9781351274289
Subjects: Public relations; Digital media; Mass media and business; Internet in public relations; Public Relations; Relations publiques; Médias numériques; Médias et affaires; Internet dans les relations publiques
Description: "Digital media offer many of the same characteristics - immediacy, transparency and interactivity - that make one-to-one the most effective form of communication. And yet many organizations do not fully embrace them. They simultaneously underestimate and fear the power of digital communications. And yet these tools, when used strategically, can be an effective part of your communications plan. PR 2.0 will help you:1. understand how the increasing emphasis on transparency driven by corporate responsibility has changed the ways that effective organizations communicate with their stakeholders;2. develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels;3. demonstrate the value and "sell" the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan. You can make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information. This book offers real-world examples and practical tools to help your organization to live its values and effectively engage with those most essential to your success."--Provided by publisher
Table of contents: title: Chapter 1 Introduction  -- John Friedman; title: chapter 2 The Information Revolution  -- John Friedman; title: chapter 3 Sustainability as a Business Strategy  -- John Friedman; title: chapter 4 The Powerful Combination of Living Your Values and Telling Your Authentic Story  -- John Friedman; title: chapter 5 Social Media are Nothing New  -- John Friedman; title: chapter 6 Digital Media: An Effective Tool  -- John Friedman; title: chapter 7 Developing a Plan That Works  -- John Friedman; title: chapter 8 Building an Internal Constituency Including Selling It Upstairs  -- John Friedman; title: chapter Conclusion -- John Friedman.