Four Great Books on Online Public Relations (PR)

Four Great Books on Online PR
By YAShuaib
There are many books out there on online Public Relations (PR) and Social Media (SM). Some books’ covers and titles may be deceptive; I have just come across 4 new books that are comprehensive and resourceful on internet and public relations. They are authored by PR practitioners rather than just academics.

Books on Online PR - pix by yashuaib

The well-researched books have practical experiences, useful references, case studies and above all written in superbly lucid styles. Each of them acknowledges and treats latest developments in the ever changing internet technology for communications, especially the trends in social media (SM).

The New Rules of Marketing & PR by David Meerman Scott, though is more on the marketing aspect than the PR, the book nevertheless demonstrates how one can marry PR tools to social media platforms. Out of the 21 chapters in the book, only chapter 14, 15 and 16 are devoted exclusively to PR practices while others are either on sales, marketing or mixture of integrated marketing communication. The 287 page book, which was republished in 2009, provides new rules and new thinking in modern communication: the enews releases, blogs, podcasting, viral marketing and online media to reach buyers. David Scott can be forgiven for devoting large chunk of the book on the marketing aspect than public relations. He is an award-wining marketing strategist who has been in the marketing environment likewise most of his endorsers who praise his book.

PR 2.0 by Deirdre Breakenridge (The Lady in the House of PR), is a distinct publication on the concept of PR 2.0. It elaborately highlights the revolution taking place in the new media, its tools and the emergence and conversion of new audiences who have new selective taste from traditional media. For those interested in theoretical perspectives(one of my weaknesses: listening to old stories), this is the book that takes readers back to the past when the term public relations was said to be first documented by US President Thomas Jefferson during his address to congress in 1807. The theory of Ivy Lee and Edward Bernays, two scholars credited with creating and defining the art and science of modern PR in the early 1990s also features in the book. Brakenridge’s book published in 2008 by Pearson Education Inc is not all about theories but also the practical aspects. In its 15 chapters, one doesn’t need to consult any other book if the search is on PR 2.0 than general referral to Online PR and Social media to get acquainted with appropriate ways to deploy internet technology for closer social interaction with various audiences.

The revised edition of Online Public Relations by David Phillips and Philip Young on a practical guide to developing an online strategy in the world of social media is a timely release that pays attention to unfolding developments after the first edition in 2001. The second edition published by Kogan Page and endorsed by CIPR, is very elaborate on various social media platforms and how to use them with references to historical and modern examples. It was not surprising that the first and second chapter could have covered all one needs to know about online PR. Though not technical it simplified the social media jargons and apparatus to new entrant in the field. The remaining 26 chapters are basically on communication and PR principles which hows of putting them on internet technology.

Public Relations and the Social Web by Rob Brown is quite an exciting book. I was influenced to search and get the book because of its critical review in a blog. After going through the book, I realise that the author was unjustly and unfairly treated by the blog review. The so-called weaknesses are nothing but academic exercise. Published by Kogan Page in 2009 it is a practical material in unique style of narration. In a lucid style there are seamless flows between the topics that have captivating titles like chapter 3 on “the lunatics have taken over the asylum.” Readers are not bored with everything and all things as the author specifically provides adequate treatise enough for PR practitioners and students to have better idea on the new/social media. Chapter 4 on the new channels, for instance, discusses 6 platforms of SM that could cover other areas. They are blogs, wikis, RSS, Podcasting, Social Bookmarking and Social Networking. Nevertheless towards the end in chapter 15 he lists the major players in Social Media such as video sharing, social networks, photosharing and blogging.

Conclusion
Finally, one noticeable defect from all of the books above is that they shy away from admitting the negative sides of SM either by misapplications or out of ignorance of users. As interesting as they are, I only wonder if the contents won’t be overtaken by events in few years if not few months to come.

Internet technology for PR practitioners is making everybody to be more committed and devoted to online communication through computers and mobile devices rather than the physical face-to-face advantages.

Yushau A. Shuaib
University of Westminster
Harrow Campus London

The Reality of Global Public Relations

YAShuaib

This week lectures in MA PR Class at the University of Westminster centred on the roles of Spin Doctors, the theory of Global PR and how to utilise the Search Engine Optimisation (SEO) for Social Media.

The Global PR stimulated an intense debate in the class. We argued on the theory that “Good PR is always context and culture.” And that “The idea of global PR is anathema.” The argument may be tenable in either side of those supporting or against the trend. The reality is that internet and by extension social media are clear examples on the theory of global village. Global PR is neither an illusion nor a mere theory but an acceptable standard for every organisation that needs to reach the larger audience.

With the online PR, once information goes to the web, it reaches the global community with the speed of rainbow across all borders. Information manegement is no more restricted to the locality of the producer and the consumers. It is, like everyone says, a global phenomena. The recent humanitarian crisis in Haiti, not only were the information by the local people being digested by the inhabitants, the outside world were also feeling, hearing and viewing  the impact of the devastation as it occurred. In a flash the global community responded passionately with actions and relief materials. In a crisis situation like that who could have managed the information better? The practitioner who believes in localising issues or competent PRP that has global concept and strategies to handle the situation?

It could be argued that Global PR is more about the standards and ethics of the PR profession by giving accurate and timely information to the publics. It is goes beyond just addressing the local people who are parts of the larger society.

The benefits derivable in Global PR as I strongly believe, include the following:

• Affordability of networking with other practitioners around the world
• Training and retraining on the modern PR techniques that are not largely provided in international conferences and seminars but also through online journals and resource materials
• It concretises the statement of “Think Global and Act Local” by giving the practitioner an edge over those who restrict themselves to local thinking (who may be lacking in vision and ambition)
• With technologies of new media, the practitioners can  operate from any part of the world without the necessity of physically being on ground at the local level
• PR concepts and ethics are generally global in natures that are adoptable in every local environment, just like the social media tools that are adoptable in every society without restriction to specific locality
•  There is an increase growth of global PR agencies and global networks of affiliate agencies that undertake PR programmes at international and local levels that proves the effectiveness and efficiency of the Global PR
• The Global PR has a full basket of choice because of its wider expertise and experience of practitioners in all branches of PR including media relations, online PR, financial PR, crisis management, event management, integrated marketing communication (IMC), consumer PR, Political PR and Lobbying.
• The forces that are forcing the media to look outward to international trends, make the concept of global PR imperative
• Lastly and not the least, associating with (membership of) international bodies for PR, is a prestige and recognition of best practice, competence and excellence.

 I believe all students and PR practitioners should dream big by being Global PR practitioners. The first step after training on the field is to join local and international PR bodies. I provide below weblinks to the global PR bodies.

List of Some international PR bodies:

• APRA- African Public Relations Association
• CERP – European Public Relations Confederation 
• ICCO – International Communications Consultancy Organisation 
• IPRA – International Public Relations Association 
• Global Alliance for Public Relations & Communication Management
• International Association of Business Communicators 

 YAShuaib,

University of Westminster

Harrow Campus London