Index
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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
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
- 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
- Further Reading
- References
- Index