Digital PR & Social Media Guidebook

This edition of PR News’ Digital PR & Social Media Guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in the pages that follow focus on every facet of digital PR and social media.

Packed with exclusive checklists, data and comprehensive case studies, this guidebook will prove invaluable for years to come at your organization. You'll find aha moments and practical reminders throughout the book to help you seize the opportunities presented by social media and capture the attention, emotions and allegiances of countless stakeholders.



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Overview | Chapters | Featured Companies | Samples | Buy Now


Overview

Social media has become one of the most ubiquitous communications forms in modern culture. Some think that it’s the democratizing force civilization has been waiting for, as it allows for the spread of information in real-time by real people. Thanks to social media, regular people have more power to disseminate their thoughts and ideas than ever before. Others see social media as a problem, inundating our lives with information that we might not need—making us “distracted from distraction by distraction,” as T.S. Eliot once said.

On the Internet, what happened two weeks ago can sometimes be considered ancient history, as trends move at an ever-accelerating pace. Strategies for capitalizing on those trends need to move at breakneck speed as well or risk getting left behind. It’s an exciting time for communications, but it’s also a difficult one to navigate intelligently.

In our businesses, we’re reminded every day how much the digital space is changing the way we do our jobs. Having Facebook, Twitter, LinkedIn and YoutTube accounts are now requisites for every business despite these platforms’ relatively recent arrival on the media scene. How can we best put them to use? How do we effectively engage with audiences that have just recently been given a voice? And how can we know if our strategies are working?

In this guidebook, we explore these questions and others. We expound on how digital communications is influencing branded content and how the content-creation process is giving companies a powerful avenue to connect with their customers. And we also show how digital PR and social media are changing the more traditional areas in which PR plays a critical role—from internal communications to influencer relations to legal concerns.

Chapters

  • Earned, Owned and Paid—Journalism and Public Relations in the Social Era By Lisa Denten, Teresa Dankowski, Gina Joseph, and Brandon Andersen
  • Seamless Integration of PR and Social Yields Opportunity to Spread Message By Melissa Drake
  • Rated “E” for Everyone—Lessons in Social Media from the Video Game Industry By Kathleen Brommer
  • Your Next Social Media Manager: Finding the Right Person to Tend Your Community By Brian Spero
  • How Content Marketing Undermines Research and How PR Can Fix It By Christopher Penn
  • The Digital Challenge: Collaborate With Your Audience and Design for Experience By Sharif Ezzat and Josh Kamler
  • How to Choose Between a Mobile Site, an App and a Responsive Design Website By Josef Komenda
  • Activists on Social Media Create a New Environment, Challenge Communicators By PR News Editors
  • 5 Ways PR and Advertising Are Working Together to Create Key Messages By Adryanna Sutherland
  • Guest Posting—If an Article Is Posted and Nobody Reads it, Does It Exist? By Ryan Mason
  • Close Chapter
  • The Ritz-Carlton Co. Leverages a Distinct Twitter Feed To Promote CSR Program By PR News Editors
  • Why LinkedIn Is the Right Tool for You, Your Business and Your Clients By Jackie Allder
  • At Library Dedication, Agency Connects with 5 Living U.S. Presidents via Facebook By PR News Editors
  • Listen to Your Audience, Define Your Position, and Turn Your Brand into a Publisher By Ted Birkhahn
  • Seeking to Deepen Ties with Medical Students, Elsevier Builds Facebook Hub By PR News Editors
  • Building a Strategy in One-Size-Does-Not-Fit-All World of Social Media Marketing By Amy Schoenberger
  • American Traffic Solutions Inc. Uses Facebook Ads to Highlight Highway Safety By PR News Editors
  • Set Goals, Manage Groups and Advertise on LinkedIn to Enhance Social Marketing By Andrew S. Linick, Ph.D.
  • Academy of Country Music Strikes a Chord With Awards Twitter Campaign By PR News Editors
  • Close Chapter
  • Using Instagram to Communicate Your Brand’s Identity and Grow Awareness By Matthew Clyde
  • More Than Just Fun, Gamification Can Be Used as a Strategy for Engagement By PR News Editors
  • How to Use Pinterest to Enliven Dull Topics and Boost Your Search Ranking By Joan Stewart
  • Tracking Emerging Social Media Platforms Is Now a Normal Part of Doing Business By PR News Editors
  • 5 Things to Know About Vine to Drive Engagement with Visual Content By Jason Woodward
  • Despite Emerging Social Media Platforms, the Old Rules Still Apply By Megan Neri
  • On reddit, Unlike Other Social Media Sites, It’s About the Topic—Not the Brand By PR News Editors
  • Close Chapter
  • Think Ethically, Not Just Legally, to Gain Trust and Create a Valued Organization By Sam Ford
  • Navigating a Gray Area: Social Media for Biotech and Pharmaceutical Industries By LaVoie Strategic Communications Group and the Center for Communication Compliance
  • With Social Media, Hertz Finds Link Between PR and Customer Service Policies By PR News Editors
  • Monitoring Social Media: New Regulations Aim to Cut Down on Fake Reviews By Allison Fitzpatrick
  • Close Chapter
  • A Gnawing Crisis in PR: The Industry Struggles to Measure ROI on Social Media By Kami Huyse
  • Plan, Track and Communicate the Value of Blogger Relations with Real Numbers By Jenn Reeves
  • Wearing Green Eyeshades: Show Social Media Results, Get More Media Funding By David Patton
  • Maximize Potential of SEO by Keeping Pace With Search Algorithm Changes By Catherine Page
  • The “Value” Imperative: Don’t Forsake Quality Content for Volume in SEO By Jessica Payne
  • Measuring PR Campaign Success Starts with Identifying KPIs and Metrics By Mike Samec
  • How to Adapt Your Strategy After Google’s Latest SEO Interruption, Hummingbird By Amanda Grinavich
  • Close Chapter
  • Strategize, Create and Amplify Your Story to Make Branded Content Work for You By Shana Pearlman, Nadina Guglielmetti and Emily Listfield
  • With Content Marketing, Brands Have Lots to Say and Lots of Places to Say It By Michael Winkleman
  • Reuse Content Across Multiple Mediums to Efficiently Position Your Brand By Ford Kanzler
  • Viral, Relevant, SEO-Friendly Infographics Boost Digital Visibility and Influence By Edward M. Yang
  • It’s Always Sunny in Ft. Lauderdale—Florida Tourism Warms the Big Apple By PR News Editors
  • For PR Pros of the Future, Content Marketing Expertise Will Be a Requirement By Holly Regan
  • Google’s New Algorithms Will Change the Way You Market and Distribute Content By Melih Oztalay
  • Give Your Content a Lift with Bylines, Social Amplification and Press Releases By Matthew McKenzie
  • PR and Content Marketing Are Ideal Complements to Reach Your Audience By Gordon Benzie
  • Harness New Tactics to Boost Your Content Marketing Strategy By Kathryn Drake
  • Close Chapter
  • The Real Value of PR to Investor Relations Lies in a Better Understanding of Pipeline By Bob Pearson
  • All That Matters Is What Ends up on TV: How to Train Faculty to Be Good at Media By Colette M. Liddy
  • Working with Bloggers Takes Traditional PR to a Not-So-Traditional Playing Field By Anne-Marie Walworth
  • Close Chapter
  • Social Media Becomes a Legitimate Tool for Internal Relations at Major Companies By Frank Ovaitt
  • Engaging a Diverse Workforce by Rethinking Your Internal Communications By R. Scott Simon
  • Keep Employee Communications Human in the Age of the Remote Workforce By Shannon Hoffmann
  • Using Office Politics to Achieve Your Internal Communications Goals By Alex A.G. Shapiro
  • Make Your CEO More Video Savvy With Simplicity, Speed and Shareability By Liz Guthridge
  • Close Chapter

Featured Companies

This guidebook features case studies and contributions from companies like:

Digital PR & Social Media Guidebook Featured Company
Digital PR & Social Media Guidebook Featured Company
Digital PR & Social Media Guidebook Featured Company
Digital PR & Social Media Guidebook Featured Company
Digital PR & Social Media Guidebook Featured Company
Digital PR & Social Media Guidebook Featured Company

Samples

Here’s a sample of some of the exclusive content in this guidebook:

Digital PR & Social Media Guidebook Sample Article

A sample article: Earned, Owned and Paid—Journalism and Public Relations in the Social Era By Lisa Denten, Teresa Dankowski, Gina Joseph, and Brandon Andersen

Digital PR & Social Media Guidebook Sample Article

An excerpt from Seeking to Deepen Ties with Medical Students, Elsevier Builds Facebook Hub By PR News Editors

Digital PR & Social Media Guidebook Sample Article

An excerpt from Viral, Relevant, SEO -Friendly Infographics Boost Digital Visibility and Influence By Edward M. Yang

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Digital PR & Social Media Guidebook


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