Digital media offer many of the same characteristics – immediacy, transparency and interactivity – that make one-to-one the most effective form of communication. And yet many organizations do not fully embrace them. They simultaneously underestimate and fear the power of digital communications. And yet these tools, when used strategically, can be an effective part of your communications plan.PR 2.0 will help you:
1. understand how the increasing emphasis on transparency driven by corporate responsibility has changed the ways that effective organizations communicate with their stakeholders;
2. develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels;
3. demonstrate the value and “sell” the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan.
You can make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information. This book offers real-world examples and practical tools to help your organization to live its values and effectively engage with those most essential to your success.
AbstractAbout the author1. Introduction2. The information revolution3. Sustainability as a business strategy4. The powerful combination of living your values and telling your authentic story5. Social media are nothing new6. Digital media: An effective tool7. Developing a plan that works8. Building an internal constituency including selling it upstairsConclusionNotes