Citation

Whatmough, D. (2018), "Index", Digital PR (PRCA Practice Guides), Emerald Publishing Limited, Leeds, pp. 167-172. https://doi.org/10.1108/978-1-78756-619-420181016

Publisher

:

Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited

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INDEX

Index

Account management (agency)

, 156

Ad blocking

, 116

Advertising Standards Authority (ASA)

, 94

Agility

, 20, 83

Analyst

, 155

Application Programming Interface (APIs)

, 141

Approval Process

, 93

Association of the British Pharmaceutical Industry (ABPI) regulations

, 70

Audience

analysis

, 13, 15

definitions

, 27

insights

, 15, 27

segmentations

, 14, 15

Authenticity, in influencer marketing

, 89–90

BBC News Labs (2017)

, 45

Bloggers

, 40

Blogging

, 73–74

Broadcast media

, 51–52

Business-to-business (B2B)

building reputation

, 122

conversation analysis

, 120

crisis management

, 126–128

enterprise social networking

, 130–131

employee engagement

, 129

internal communications

, 128–129

lobbying

, 128

power of targeting

, 120–121

public affairs

, 128

thought leaders

, 123–124

websites and online destinations

, 121

Wikipedia

, 124–126

Buzzfeed

, 12

Canvas ads

, 65

Chatbots

, 45

Chief executive officer (CEO)

, 123–124

Collaboration

, 30–31

Community management

, 67–69, 157

crisis situations

, 71

customer service

, 68

external hybrid approach

, 70–71

internal contact centre

, 69

internal hybrid approach

, 69

Consumer brands

, 119

Content creation

agility

, 83

creative

, 80–81

digital distribution changes

, 78

immersive formats

, 81–82

insight and strategy

, 80

interruptive marketing

, 79–80

lead creative agency

, 79

‘less is more,’

, 82–83

‘social newsrooms,’

, 83–84

UGC

, 84–85

Content criteria

, 93

Content marketing

, 6, 121

Content production

, 156

Content syndication networks

, 50

Conversation analysis

, 17

Conversation calendars

, 62

Copywriter

, 154–155, 156

Corporate.

, See Business-to-business (B2B)

Creative (agency)

, 156

Crisis communications

, 126–127

Cross-channel consumption

, 32–33

Customer journey, planning process

, 27–29

Dashboards

, 19, 20, 140–141

Data

, 156

access

, 10–12, 93

and analytics

, 82

audience analysis and segmentation

, 12–15

operation

, 21

Data-led approach

, 40–41

Data visualisation

, 45

Deliverables

, 93

Digital advertising

, 116

Digital marketing services

blurred lines

, 100

channels

, 103

customer journey

, 102–103

digital banner advertising

, 99

PR activity

, 105–106

within PR campaigns

, 102

search engine marketing

, 100–102

tactics and techniques

, 103–104

websites

, 104–105

Digital native publishers

, 37

Digital production

, 157

Digital publishers

, 114–115

Digital spokesperson

, 50–51

Digital technology

, 77

Diversity

, 161–162

Documentation

, 126–127

Earning attention

, 77

Ecommerce

, 105

Ecosystem

, 27–28, 31

Emerging technology

, 145–146

communication opportunity

, 151–152

return on investment

, 150–151

trial and error

, 148–150

use cases

, 146–147

Facebook

, 17, 31, 52, 56–58, 62, 64, 65, 68, 74, 105, 110, 130

Facebook advertising

, 57–58

Filter bubble

, 5

Financial Times,

, 56

First-party data

, 17–18

Generalist models

, 161

Global Web Index

, 11

Google Trends

, 16

The Guardian,

, 114–115

Homogenised marketing

, 25

Horizontal stories

, 45

Influencer marketing

authenticity

, 89–90

collaboration and co-creation

, 95–96

content creators

, 96

digital channels

, 87

financial value exchange

, 94–95

marketing

, 88, 90–94

paid media marketing in

, 114

political

, 128

professionalisation

, 88–89

Internal contact centre

, 69

Internal hybrid approach

, 69

International Association for the Measurement

and Evaluation of Communication (AMEC)

, 134

Interruptive marketing

, 35, 77–78, 79–80

Journalist

, 78

‘breaking news,’

, 48

formalised relationship

, 39–40

Key performance indicator (KPIs)

, 19, 135, 137–138

Lead creative agency

, 79–80

Listicles

, 45

Live blogs

, 45

Live video

, 52

Longform scrollytelling

, 45

‘Lookalike audiences,’

, 18–19

Marcomms planning,

, 26

‘Matching luggage,’

, 62

Media

, 23

bubble

, 38–39

lists

, 40–41

partnerships

, 48–49, 52–53, 114–115

strategy

, 44–46

Media publishers

, 133–134

Media strategist

, 32

‘70/20/10 Model,’

, 81–82, 149

Multi-channel ecosystem

, 31–32

Multi-disciplinary setting

, 29

MySpace

, 55

‘Newsjacking,’

, 20, 72

Newsletters and briefings

, 45

Newspapers

, 4

Ownership

, 26

Paid, earned, shared and owned (PESO)

, 108–109

Paid media

, 107–108, 157

argument for

, 109

boost

, 112–114

challenges with

, 115–116

earned approach

, 110–111

influencer marketing

, 114

media partnerships

, 114–115

pay to play

, 110

power of targeting

, 111–112

Pay Per Click (PPC)

, 33

Peretti, Jonah

, 12

Personalisation

, 45

Personas

, 27

Platform data

, 18

Play-book

, 60

Politics

, 128

Press release

, 41–44

Pritchard, Marc S.

, 115–116

Project manager

, 155

Public relations (PR)

, 23

creative growth

, 80–81

digital marketing services

, 105–106

discipline of

, 87

journalist relationship

, 39–40

Public relations (PR) industry

agency

, 159–160

diversity

, 161–162

criticism

, 2

data

, (see Data)

in-house and agency

, 153

internal silo management

, 158–159

partnership

, 160–161

startups

, 154–155

skills

, 156–158

small consultancy

, 160–161

social media

, (see Social media)

tools and technology

, 161

Public relations (PR) management/project management

, 156

Public relations (PR) measurement

approach

, 134–135

coverage tracking

, 139

dashboards and reports

, 140–141

data

, 137–138

finding and collecting data

, 137

KPIs

, 137–138

learnings and insights

, 141–142

outputs and outcomes

, 138–139

strategy

, 136

social media revolution

, 139–140

Real-time agility

, 72

‘Real-time’ content

, 84

Real-time marketing

, 72–73

Return on investment (ROI)

, 150–151

Search engine optimisation (SEO)

, 2, 100–102

vertical video

, 45

SMNR.

, See Social Media News Release (SMNR)

Social communication

, 24

Social feeds

, 60

Social listening

, 20, 120

Social media

, 24, 25, 46–47, 126

blogging

, 73–74

canvas ads

, 65

carousels and collections

, 65–66

community management

, 67–71

content planning

, 61–63

Facebook

, 56–58, 62, 64, 65, 68, 74

for conversion

, 71–72

image

, 63–64

influencers marketing

, 93–94

journey for businesses and organisations

, 56–57

marketing

, 58–59

real-time marketing

, 72–73

revolution

, 139–140

Snapchat

, 65

strategy

, 59–61

target

, 66

Twitter

, 56, 59, 63, 69

video

, 64–65

Wechat

, 71–72

Social Media News Release (SMNR)

, 42–43

Social networks

, 4, 11

‘Spray-and-pray’ approach

, 47

Strategy

, 156

multi-disciplinary setting

, 29

PR measurement

, 136

Structured news

, 45

Syndication networks

, 49–50

Third-party data

, 18

Timelines

, 45

Topic relevance

, 90

Traditional media

, 4–5

Twitter

, 11, 17, 46, 47, 56, 59, 63, 69, 112, 124, 145

UK Code of Non-broadcast Advertising and Direct & Promotional Marketing

, 94

Use of content

, 93

Use of paid media

, 93

User generated content (UGC)

, 84–85

Video

, 51–52, 64–65

Websites

, 104–105

WeChat

, 71–72

Whitelisting

, 93

Wikipedia

, 124–126