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The world of communication is changing beyond recognition. New social networks are revolutionizing how we communicate, challenging our traditional models of dialogue. Those seeking to communicate must drastically alter their approaches if they are to succeed in this new age. Public Relations and the Social Web explores the way in which communication is changing and looks at what this means for communicators working across a range of industries, from entertainment through to politics. The book examines emerging public relations practices in the digital environment and shows how digital public relation campaigns can be structured. Including information on new communication channels such as blogs, wikis, RSS, social networking and SEO, Public Relations and the Social Web is essential reading for anyone who needs to understand how to reach out and embrace the web 2.0 community. About the Author Rob Brown graduated from York University and spent a year in radio before joining Staniforth as a PR account executive. He set up his own media PR business in the 1990s, working with Granada Television, Channel Four and Endemol. He later joined McCann Erickson as PR Director with clients as diverse as Durex, Aldi, Peugeot and the NHS. In 2008 Rob returned to Staniforth, now part of the TBWA group, as its UK Managing Director Table of Contents Something has happened to communications The impact of a changing society How communications has changed The key milestones The implications for communicators Fragmentation of the media Relinquishing control The lunatics have taken over the asylum New routes to influence Conversations with the audience The new channels Blogs Wikis RSS Podcasting Social bookmarking Social networking Digital PR and search engine optimization How search engine optimization evolved PR and natural search Social search The power of the new media The Scrabulous story The new ethics The old ethics The new ethics and enlightened self-interest The wider impact The blurring of channels Integration through disintegration It’s the content not the channel The battle for influence at the digital frontier The third wave of online influence Why the time has come for PR 2.0 Issues management in the new Wild West Horses and courses Evaluating the need for digital PR Politics Entertainment Industry and commerce Digital PR architecture The same... but different Semantics Tools of the trade The Social Media Release Social Media Newsroom Creative digital assets Evaluation and measurement Search ranking as evaluation Online tools Outsourcing Things to consider Dodging bear traps Fact and fiction We are in public Brandjacking Parody Economies with the truth Failing expectations Tone of voice The major players Video sharing Social networks Photo sharing Blogging platforms Content sharing Other communities The next big thing The rise (and fall and rise again?) of Facebook Twitter – the early bird? Born again Friendster Huddle time More mashups Scour Index