Online Public Relations

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Online Public Relations
A practical guide to developing an online strategy in the world of social media
Second Edition

David Phillips and Philip Young

Online Public Relations

PR in Practice Series
Published in association with the Chartered Institute of Public Relations Series Editor: Anne Gregory
Kogan Page has joined forces with theChartered Institute of Public Relations to publish this unique series, which is designed specifically to meet the needs of the increasing numbers of people seeking to enter the public relations profession and the large band of existing PR professionals. Taking a practical, action-oriented approach, the books in the series concentrate on the day-to-day issues of public relations practice andmanagement rather than academic history. They provide ideal primers for all those on CIPR, CAM and CIM courses or those taking NVQs in PR. For PR practitioners, they provide useful refreshers and ensure that their knowledge and skills are kept up to date. Professor Anne Gregory is one of the UK’s leading public relations academics. She is Pro Vice Chancellor of Leeds Metropolitan University and Directorof the Centre for Public Relations Studies in the Business School. She is the UK’s only full-time professor of public relations. Before becoming an academic, Anne spent 12 years in public relations practice and has experience at a senior level both in-house and in consultancy. She remains involved in consultancy work, having clients in both the public and private sectors, and is a non-executivedirector of South West Yorkshire Mental Health NHS Trust with special responsibility for financial and communication issues. Anne is Consultant Editor of the PR in Practice series and edited the book of the same name and wrote Planning and Managing Public Relations Campaigns, also in this series. She was President of the CIPR in 2004. Other titles in the series: Creativity in Public Relations byAndy Green Effective Internal Communication by Lyn Smith and Pamela Mounter Effective Media Relations by Michael Bland, Alison Theaker and David Wragg Effective Writing Skills for Public Relations by John Foster Managing Activism by Denise Deegan Planning and Managing Public Relations Campaigns by Anne Gregory Public Affairs in Practice by Stuart Thompson and Steve John Public Relations: A practicalguide to the basics by Philip Henslowe Public Relations in Practice edited by Anne Gregory Public Relations Strategy by Sandra Oliver Risk Issues and Crisis Management in Public Relations by Michael Regester and Judy Larkin Running a Public Relations Department by Mike Beard The above titles are available from all good bookshops. To obtain further information, please go to the CIPR website(www.cipr.co.uk/books) or contact the publishers at the address below: Kogan Page Ltd 120 Pentonville Road London N1 9JN Tel: 020 7278 0433 Fax: 020 7837 6348 www.koganpage.com

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Online Public Relations
A practical guide to developing an online strategy in the world of social media
Second Edition

David Phillips andPhilip Young

London and Philadelphia

Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as aresult of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in 2001 by Kogan Page Limited Second edition 2009 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permi�ed under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or...