Online Public Relations

by David Phillips

Published by Kogan Page, 2001
Paperback, 240 pages
ISBN: 0-7494-3510-0

The internet has revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate, but also changed the nature of communication itself.

Online Public Relations is about how to use this potent and energizing medium intelligently and effectively. Based on the latest research, this boo manages to bridge the gap between action and analysis, as well as include information for every level of internet practitioner.

However, it isn’t all good news; while the internet provides great opportunities for public relations, it also presents a potential threat (as recent anti-capitalist protests have demonstrated). In this book David Phillips provides a clear advice for controlling and protecting an organization’s reputation. Other topics covered include:

• Integrating communication
• Surfing
• Mapping and monitoring your presence
• Evaluating internet properties
• Creating resources
• Finding partners
• Reaching internal and external audiences
• Using e-mail for communication
• Constituent relationship marketing
• What is right and legal

This book is a timely and authoritative overview of online PR. It provides some clear pointers for organising PR professionally and indicates a vision of the future. Any PR professional wanting to conduct his or her business in the modern interconnected world will regard this book as a must.