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Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.

Share This is a practical handbook to the biggestchanges taking place in the media and its professions by theChartered Institute of Public Relations (CIPR) Social Media Panel.The book was conceived and written by more than 20 public relationspractitioners representing a cross-section of public, private andvoluntary sector expertise using many of the social tools andtechniques that it addresses.The book is split into 26 chapters over eight topic areascovering the media and public relations industry, planning, socialnetworks, online media relations, monitoring and measurementskills, industry change and the future of the industry. It'sa pragmatic guide for anyone that works in public relations andwants to continue working in the industry.Share This was edited by Stephen Waddington withcontributions from: Katy Howell, Simon Sanders, Andrew Smith, HelenNowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, AlexLacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart BruceRob Brown, Russell Goldsmith, Adam Parker, Julio Romo, PhilipSheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, RachelMiller, Mark Pack, and Simon Collister.

List of Contributors xForeword by Jane Wilson xiIntroduction by Stephen Waddington xiiiPart I Changing Media, Changing PR 11 An Introduction to Social Networks 3Katy HowellPart II Planning 132 Kick-Start Your Social Media Strategy 15Simon Sanders3 What has Google Ever Done for PR? 23Andrew Smith4 Integrating Traditional and Social Media 31Helen Nowicka5 Social Media Guidelines: Creating Freedom Within a Framework 39Gemma Griffiths6 Open Communication: Psychology, Ethics and Etiquette 49Becky McMichaelPart III Networks 597 Facebook: A Way to Engage with Your Audiences 61Robin Wilson8 Twitter: The Unstoppable Rise of Microblogging 71Alex Lacey9 LinkedIn: Social Networking for Professionals 79Matt Appleby10 Google+: Better than Buzz? 87Dan Tyte11 The Business of Blogging 93Stephen WaddingtonPart IV Online Media Relations 10112 Modern Media Relations and Social Media Newsrooms 103Stuart Bruce13 Brands as Media 113Rob Brown14 The Future of Broadcast 121Russell Goldsmith15 Media Relations Modernised 129Adam Parker16 Pitching Using Social Media 137Julio RomoPart V Monitoring and Measurement 14517 Real-Time Public Relations 147Philip Sheldrake18 Social Media Monitoring 157Andrew Smith19 Measuring Social Media 163Richard BagnallPart VI Skills 17520 Skilling Up for the Future 177Daljit Bhurji21 The Future of PR Education 185Richard BaileyPart VII Industry Change 19322 Employee Engagement: How Social Media are Changing Internal Communication 195Rachel Miller23 Back to the Future for Public Sector Communications 205Mark Pack24 Modernising Public Affairs for the Digital Age 213Stuart Bruce25 Social Media and the Third Sector 221Simon CollisterPart VIII The Future 22926 Here Comes Web 3.0 and the Internet of Things 231Philip SheldrakeIndex 237