Efnisyfirlit

• Cover
• Half-Title
• Title
• Copyright
• Brief Contents
• Contents
• List of Figures
• Preface
• Introduction: “But I Already Know Social Media”
• Part I The Advancement of an Industry
• 1 The Four Quadrants of Public Relations
• The Four Quadrants of Public Relations Explained
• Spotting Trends
• Quadrant 1: Media Relations
• Quadrant 2: Community Relations
• Quadrant 3: Business Relations
• Quadrant 4: Government Relations
• Applying an Interconnected Approach
• Theory into Practice: Okay to Say
• #LRNSMPR: Learn Social Media and Public Relations
• 2 The Evolution of Social Media
• Embracing Social Media
• Social Media’s Rise
• Pioneers of Social Media
• Engaging Globally
• Where Do We Go from Here?
• Theory into Practice: The Lincoln Project
• #LRNSMPR: Learn Social Media and Public Relations
• 3 Status: “It’s Complicated”
• The Field of Public Relations Today
• Can’t We All Just Get Along? Integrating Public Relations, Social Media, Marketing, and Advertising
• Mindful Listening in Social Media
• Social Media Drives Engagement; Data Drives Decisions
• Market without Selling and Still Be Profitable
• Why “Or”? Why Not “And”?
• Theory into Practice: Barbie: A More Diverse and Inclusive Doll
• #LRNSMPR: Learn Social Media and Public Relations
• Part II Strategic Planning: Public Relations and Social Media
• 4 The Road Map to Success
• Success Begins with an IDEA
• Interview with Woody Woodyard
• The Significance of Research and Planning
• Circular Model of SoMe for Social Communication
• Social Media Plan in Six Steps
• Theory into Practice: A Bright IDEA
• #LRNSMPR: Learn Social Media and Public Relations
• 5 Contemporary Media Relations
• Ushering in a Wave of New(s) Consumers
• Earned Media in PR
• Community of New Influencers
• Earned Media Strategy
• New Tools of the Trade
• The Blog Post Heard around the World
• Where Do We Go from Here? Online Media Centers and Social Media Press Releases
• Theory into Practice: HARO: Help a Reporter Out
• #LRNSMPR: Learn Social Media and Public Relations
• 6 Content Creation and Curation
• Content Reigns Supreme
• Content Creation versus Content Curation
• Corporate Website
• Blogging
• Getting Started
• Podcasting
• Podcasting Statistics
• Public Relations and Social Media Podcasts That Resonate
• Email Marketing
• Influencers
• User-Generated Content
• Socializing Business
• Theory into Practice: Evaluating Owned Media
• #LRNSMPR: Learn Social Media and Public Relations
• 7 Visual Content on the Social Sphere
• Images Boost Understanding and Retention
• Show, Not Tell
• Video
• Simplicity of Video
• YouTube
• Create a Spark
• Infographics
• GIFs and Memes
• The Upsurge in Visual Social Media
• Theory into Practice: Aussie #CURLPOWER Campaign
• #LRNSMPR: Learn Social Media and Public Relations
• 8 Social Media Channels
• Setting the Stage
• Social Network, Social Networking Site, Social Networking
• Facebook
• Google
• Twitter
• LinkedIn
• Pinterest
• Snapchat
• Instagram
• TikTok
• Building Loyalty through Social Media
• Theory into Practice: Life Is Butter in Vermont
• #LRNSMPR: Learn Social Media and Public Relations
• 9 “Sticky” Social Media
• Creating Shareable Social Content
• Storytelling
• Social Currency
• Influencers
• Shareability
• Turkey Joints—Yum! Wait, What?
• Go Forth and Create Sticky Content
• Theory into Practice: Women’s March: Worldwide Solidarity
• #LRNSMPR: Learn Social Media and Public Relations
• 10 Measuring Social Media’s Impact and Value
• Significance of Social Media Analytics
• Social Media Measurement
• SocialBlade: PR’s Newest Best Asset
• Social Media Models and Framework
• Understanding Media Platforms: Paid, Earned, Shared, Owned
• Theory into Practice: Creating a Social Listening Strategy in Five Simple Steps
• #LRNSMPR: Learn Social Media and Public Relations
• Part III Strategic Management: Public Relations and Social Media
• 11 Social Media Ethics
• Doing What’s Right
• Practicing Good Ethics within Social Media
• Social Media and the Law
• Alternative Facts and Fake News
• Artificial Intelligence and the Impact on PR
• Combining Ethics with Social Media Policies?
• Theory into Practice: The Lip-Syncing Obama
• #LRNSMPR: Learn Social Media and Public Relations
• 12 Crisis Management on the Social Sphere
• Millennial-Era Crises
• Five Stages of Crisis Management in the Digital Age
• Social Media Crisis or Not?
• Smart Companies, Unfortunate Crises
• Amy Neumann on Crisis Communication
• Today’s Reality
• Theory into Practice: Social-Mediated Crisis Communication Model
• #LRNSMPR: Learn Social Media and Public Relations
• 13 Rules of Engagement
• Losing Control and Going #Rogue
• The 4 Ps of Social Governance
• Establishing the Groundwork
• Inspiring Employees through Social Media Guidelines
• Rolling Out the Guidelines
• Key Sections
• Ubiquitous Sphere
• Theory into Practice: National Labor Relations Board
• #LRNSMPR: Learn Social Media and Public Relations
• 14 The Future of PR and Social Media
• The Burgeoning Horizon: A Look Forward
• Eight Ways Public Relations Can Fuel Successful Content Marketing
• Theory into Practice: Pink Power: The Pussyhat Project
• #LRNSMPR: Learn Social Media and Public Relations
• Appendix A: Public Relations and Social Media Planning Template
• Appendix B: Social Media Audit
• Appendix C: Resources in Public Relations and Social Media
• Appendix D: Social Media Guidelines
• Glossary
• Index
• About the Author