Prelims
Citation
Whatmough, D. (2018), "Prelims", Digital PR (PRCA Practice Guides), Emerald Publishing Limited, Leeds, pp. i-xiv. https://doi.org/10.1108/978-1-78756-619-420181001
Publisher
:Emerald Publishing Limited
Copyright © 2019 Emerald Publishing Limited
Half Title Page
Digital PR
Title Page
PRCA Practice Guides
Digital PR
By
Danny Whatmough
United Kingdom – North America – Japan India – Malaysia – China
Copyright Page
Emerald Publishing Limited
Howard House, Wagon Lane, Bingley BD16 1WA, UK
First edition 2019
Copyright © 2019 Emerald Publishing Limited
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The opinions expressed in these chapters are not necessarily those of the Author or the publisher.
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-78756-622-4
ISBN: 978-1-78756-619-4 (E-ISBN)
ISBN: 978-1-78756-621-7 (Epub)
Dedication
For Mum, Rachel and Marla
Contents
Foreword | xiii |
1. Introduction | 1 |
An Industry Slow to Adopt | 2 |
Needed Now more than Ever | 2 |
Societal Shifts | 3 |
Trust and the Decline of the Third Estate | 4 |
Mass Influence is within Reach | 5 |
The Death of Interruption Marketing | 6 |
The Digital Status Quo | 6 |
Towards an Evolved Approach | 7 |
The More Things Change, the More Things Stay the Same | 8 |
2. Data | 9 |
The Role for Data in PR | 10 |
Getting Data Access | 10 |
Understanding Audiences | 12 |
Putting Data Through a Business Lens | 15 |
Data and its Role in Targeting | 16 |
Targeting on Steroids through Social | 17 |
Testing and Learning | 19 |
Reactive Data Insights | 20 |
Building a Data Operation | 21 |
Questions | 22 |
3. The Digital PR Ecosystem | 23 |
The Social Shift | 24 |
Homogenised Marketing | 25 |
Defining what Success Looks Like | 25 |
The Question of Ownership | 26 |
Constructing the Customer Journey | 27 |
Building a Digital PR Strategy | 29 |
Drawing the Lines of Battle and Defining The Role of PR | 29 |
The Role of Content and Creative | 31 |
Digital Disruption within Channels | 32 |
Cross-Channel Impact | 32 |
Campaign Cadence | 33 |
Making a Case For PR’s Seat at the Table | 35 |
Questions | 36 |
4. Media Relations | 37 |
The Evolving Media Bubble | 38 |
Changing Journalist Priorities | 39 |
The New ‘Journalists’ | 39 |
A Data-Led Approach to Media Lists | 40 |
Killing the Press Release | 41 |
Towards a New Media Strategy | 44 |
The Sell-In | 46 |
Going Back to Basics | 47 |
Media Partnerships | 48 |
Syndication | 49 |
The Digital Spokesperson | 50 |
Broadcast, Video and Live Content | 51 |
Providing Access to Events through Digital | 52 |
Questions | 53 |
5. Social Media | 55 |
The Social Media Journey for Brands | 56 |
When Social got Strategic | 57 |
Who Owns Social? | 58 |
Developing a Social Strategy | 59 |
Content Planning | 61 |
Content Types and Formats | 63 |
Social Media Targeting | 66 |
Building and Sustaining a Community | 67 |
Using Social for Conversion | 71 |
Real-Time Marketing | 72 |
Blogging and Enterprise Networking | 73 |
Questions | 75 |
6. Digital Content and Creativity | 77 |
The Battle for Stories | 77 |
Lead Creative and Matching Luggage | 79 |
The Value of Insight and Strategy | 80 |
The Growth of PR Creatives | 80 |
Immersive Formats | 81 |
Why Less is More | 82 |
Agile Content Capture | 83 |
The Perils of Newsrooms | 83 |
UGC: Perils and Rewards | 84 |
Questions | 85 |
7. Influencers | 87 |
The Professionalisation of Influence | 88 |
The Authenticity Balance | 89 |
The Rise of Data and Importance of Identification | 90 |
Influencers are not Journalists | 92 |
Declaring Interest | 94 |
Collaboration and Co-Creation | 95 |
Influencers as Content Creators | 96 |
Building Influencers from within | 96 |
Questions | 98 |
8. Digital marketing | 99 |
The Blurred Lines | 100 |
The SEO ‘Miss’ | 100 |
Digital Services as Part of a PR Campaign | 102 |
Building a Customer Journey | 102 |
Proving Value | 103 |
The Changing Role of a Website | 104 |
PR as a Contributor to the Marketing Mix | 105 |
Questions | 106 |
9. Paid media | 107 |
The Death of PESO | 108 |
The Argument for Paid Media | 109 |
Pay to Play | 110 |
An Earned Approach to Paid Media | 110 |
The Power of Targeting | 111 |
Using Paid Media to Boost PR | 112 |
Influencers and Media Partnerships | 114 |
Challenges with Paid Media | 115 |
Questions | 116 |
10. Corporate and B2B | 119 |
The Power of Targeting | 120 |
Demonstrating Value Through Conversion | 121 |
Building Reputation | 122 |
Developing thought Leaders | 123 |
Working with Wikipedia | 124 |
Managing Crisis | 126 |
Public Affairs and Lobbying | 128 |
Internal Communications and Employee Engagement | 128 |
Enterprise Social Networking | 130 |
Questions | 131 |
11. Reporting and Measurement | 133 |
Battling a Bad Reputation | 134 |
Setting Objectives | 135 |
The Right Strategy | 136 |
Finding and Collecting Data | 137 |
Drowning in Data and Kpis | 137 |
Outputs and Outcomes | 138 |
Coverage Tracking | 139 |
A Revolution in Social Measurement | 139 |
Dashboards and Reports | 140 |
Making it Matter – Using Learnings and Insights | 141 |
Questions | 142 |
12. Emerging Technology | 145 |
How to Use Technology | 146 |
Avoiding the Bandwagon | 147 |
Trial and Error | 148 |
Proving ROI | 150 |
The Communication Opportunity in Technology | 151 |
Questions | 152 |
13. Building a Future-Proofed PR Team | 153 |
Starting from Scratch | 154 |
Critical Skills | 156 |
Fixing the Skills Gap | 158 |
Managing Internal Silos | 158 |
Bringing New Talent into Agencies | 159 |
Small Consultancies and the Power of Partnership | 160 |
Tools and Processes | 161 |
Building Diversity | 161 |
Questions | 162 |
Further Reading | 163 |
References | 165 |
Index | 167 |
- Prelims
- 1. Introduction
- 2. Data
- 3. The Digital PR Ecosystem
- 4. Media Relations
- 5. Social Media
- 6. Digital Content and Creativity
- 7. Influencers
- 8. Digital marketing
- 9. Paid media
- 10. Corporate and B2B
- 11. Reporting and Measurement
- 12. Emerging Technology
- 13. Building a Future-Proofed PR Team
- Further Reading
- References
- Index