Prelims

ISBN: 978-1-78756-622-4, eISBN: 978-1-78756-619-4

Publication date: 13 November 2018

pdf (1.3 MB) ePub (542 KB)

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

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

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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

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

Book Chapters

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