Phillips D., Young P. Online Public Relations
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David Phillips
and Philip Young
Kogan Page
120 Pentonville Road
London N1 9JN
United Kingdom
www.koganpage.com
www.cipr.co.uk/books
Kogan Page US
525 South 4th Street, #241
Philadelphia PA 19147
USA
Second Edition
PR IN PRACTICE SERIES
Online
Public Relations
A practical guide to developing
an online strategy in the world
of social media
Second
Edition
ONLINE PUBLIC RELATIONS
Public relations
9 780749 449681
£19.99
US $37.50
ISBN: 978-0-7494-4968-1
The internet has revolutionized the practice of public relations. This revolution
has not only affected the way public relations professionals communicate but
has changed the nature of communication itself. This thoroughly revised second
edition of Online Public Relations shows readers how to use this potent and
energizing medium intelligently and effectively.
The authors explore the growth of social media sites such as Facebook, MySpace,
YouTube and Flickr, and of virtual environments, virtual communities,
information sharing sites and blogs. Public relations practitioners must now
explore and experiment with new technologies and new ways of thinking to get
their message across – and in an environment that has been made far more
transparent, due to social media.
Providing valuable advice and guidance, this fully updated new edition also
includes information about:
• new models of information exchange;
• the commercial implications of the internet;
• developing online public relations strategies;
• risks, opportunities and corporate social responsibility.
This second edition is a timely and authoritative overview of the new world of
online public relations. Any public relations professional wanting to conduct
business in the modern interconnected world will regard this book as essential
reading.
David Phillips is an online public relations pioneer. He has written three books
about online public relations, lectures at Gloucester University and Escola
Superior de Comunicação Social, Lisbon, Portugal. He is also the Head of Digital
Consultancy at Publicasity.
Philip Young is a senior lecturer in public relations at the University of
Sunderland, specializing in social media and media ethics. He is a lead researcher
on the European Public Relations Education and Research Association’s EuroBlog
project and has run the Mediations weblog (http://publicsphere.typepad.com)
since April 2004.
Series Editor: Professor Anne Gregory, FCIPR
Phillips and Young
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Online
Public Relations
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PR in Practice Series
Published in association with the Chartered Institute of Public Relations
Series Editor: Anne Gregory
Kogan Page has joined forces with the Chartered 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 and management
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 Director of 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-executive director 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 by Andy 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 practical guide 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
P R I N P R A C T I C E S E R I E S
London and Philadelphia
Online
Public Relations
David Phillips and Philip Young
A practical guide to developing an
online strategy in the world of social media
Second Edition
online pr TP:Comp Sec US TP 21/1/09 09:39 Page 1
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 a result 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 transmi�ed, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the
terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms
should be sent to the publishers at the undermentioned addresses:
120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.koganpage.com
© David Phillips, 2001
© David Phillips and Philip Young, 2009
The right of David Phillips and Philip Young to be identified as the authors of this work has
been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 4968 1
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Phillips, David, 1945 July 14–
Online public relations : a practical guide to developing an online strategy in the world of
social media / David Phillips, Philip Young. — 2nd ed.
p. cm.
Includes bibliographical references and index.
ISBN 978-0-7494-4968-1
1. Public relations. 2. Social media. I. Young, Philip. II. Title.
HD59.P455 2009
659.20285'4678—dc22
2008054391
Typeset by JS Typese�ing Ltd, Porthcawl, Mid Glamorgan
Printed and bound in India by Replika Press Pvt Ltd
v
Contents
Foreword x
Acknowledgements xii
PART 1 EVERYBODY’S PUBLIC RELATIONS
1. The ba�leground 3
Why everything is changing 4
But this isn’t 1984 4
The writable web 6
In brief 8
2. The geography of social media: a quick guide to key terms 10
What is a blog? 12
What is chat? 13
What is Delicious? 13
What is e-mail? 14
What is Flickr? 15
What are games? 15
What is instant messaging? 16
What are message boards? 17
What is a micro-blog? 17
What is the mobile internet? 18
What is a new media release? 19
vi
What is online conferencing? 19
What are online surveys? 20
What is pay per click? 20
What is a podcast? 21
What is RSS? 22
What are search engines? 23
What is search engine optimization? 24
What are social networking service sites? 26
What is video-sharing? 27
What are virtual worlds? 27
What is VoIP? 28
What are websites? 28
What are widgets? 30
What is a wiki? 31
PART 2 A SHIFT IN CULTURE, COMMUNICATION
AND VALUE
3. Transparency 37
Radical transparency 39
Controlled transparency 41
Institutional transparency 41
Overt transparency 42
Covert transparency 42
Unintentional transparency 42
In brief 43
4. How organizations become porous 45
In brief 49
5. The internet as an agent 50
In brief 54
6. Richness and reach 55
Richness 55
Reach 56
In brief 57
7. New models of information exchange 58
In brief 65
8. Information and things 67
In brief 73
Contents
vii
9. Knowledge 75
In brief 79
10. Commercial implications of the internet 82
In brief 92
11. People’s use of the internet as media 94
How do people interact with the internet? 94
The internet is about the exchange of information – and so is
public relations 95
The nature of internet practice 97
Audience size 99
Social media are overtaking the traditional web 101
What is web 2.0? 103
The traditional web has a changing role 104
In brief 108
12. What lies behind the internet as media 110
What is the internet? 110
Convergence 112
The network effect 113
In brief 115
PART 3 BUILDING BLOCKS FOR ONLINE PR
13. Communications platforms 119
In brief 124
14. Channels for communication 125
The medium 128
Interactivity 129
Application 129
Policy and optimization 130
Monitoring and evaluation 131
Buy-in 133
Planning and implementation 134
In brief 135
15. How social media impact on strategy 136
The established order under threat 140
Local versus global communication 145
Not waving, drowning. . . 147
In brief 148
Contents
viii
16. Management approaches to planning 150
In brief 157
17. Landscaping 159
The platforms 160
The channels 160
The context 166
In brief 168
18. Organizational analysis 170
Segmentation 174
In brief 177
19. Developing online PR strategies 179
Se�ing objectives 180
Strategies 182
In brief 184
20. Thoughts about tactics 185
Websites 186
All tactics will include SEO considerations 188
The sharing tactics 190
In brief 194
21. Risks and opportunities 196
Risk and opportunity 198
In brief 204
PART 4 INFLUENCES ON PRESENT-DAY PR PRACTICE
22. How the internet is changing news 209
Who is a journalist anyway? 212
The economics of news production 212
Engaging with the new journalists 213
Beware of your friends 214
Internal critics 214
Story-telling is changing 215
In brief 220
23. What is right and wrong? 222
Showing the unseen hand 223
The practitioner as publisher 225
Starting points for ethical internet PR 226
Truthfulness 227
Contents
ix
Duty of care to employees 227
In brief 228
24. Ethics in a transparent world 230
Widening the debate 230
Se�ing guidelines 232
Examples of practice 233
In brief 235
25. Monitoring, measurement and evaluation 236
Can we evaluate social media discourse? 239
Monitoring trends 240
Value 245
In brief 246
26. Influences on policy, corporate speak and bling 247
Listening to those voices 248
Mistrusting PR messages 249
PR comes out of the shadows 250
In brief 252
27. Corporate social responsibility 253
Implications of social media for CSR 256
In brief 257
PART 5 A BRIEF LOOK AT THE FUTURE
28. Humans, public relations and the internet 261
A glimpse of the future 263
What does this mean for PR? 266
Conclusion 269
Index 272
Contents