Publiteca | Ebooks, manuales y guías de publicidad, marketing, comunicación y social media

The Changing Face of Communications

2012-02-15T10:30:00.000+01:00

Coordina Lewis PR
Año 2012
Idioma English
Páginas 40
+info http://www.lewispr.com

Descargar

(Requiere registro previo)

In this book, we share advice on how to use digital marketing techniques and social media to boost your communications programs. Although this is a ‘how to’ book, many of you are still asking ‘why?’ Why care about social media? Why talk about digital PR?

Typically, questions revolve around measurement, value, resources and control. We hope to answer some of these questions here.

Social media is evolving fast. It is merging with journalism and Public Relations and hence the communications industry is undergoing seismic change. This process has been called disintermediation but it’s more like disintegration of the status quo.

Communicators now need to be more technical, visual and responsive to the market. In practical terms, this means we need to master a wider range of skills and adopt a more agile approach.

Perspectivas de la comunicación 2012

2012-02-07T10:30:00.000+01:00

Coordina Wellcomm
Año 2012
Idioma Español
Páginas 48
+info http://www.well-comm.es/wellcommunity

Descargar

Un año más, Perspectivas de la comunicación, documento colaborativo y de descarga gratuita, ha logrado reunir a algunos de los más reconocidos profesionales del mundo de la comunicación, el periodismo y la web social para compartir las líneas que, a su juicio, marcarán la evolución del sector durante 2012.

En esta nueva edición han participado 46 profesionales de diferentes ámbitos ligados, de una u otra manera al mundo de la comunicación: dircom, directivos de medios, periodistas, coaches, community managers, creativos de publicidad y marketing, profesores universitarios, bloggers, diseñadores, profesionales del mundo editorial, etc.

Medición y Evaluación en Comunicación

2011-11-10T11:00:00.001+01:00

Autor Alejandro Álvarez
Año 2011
Idioma Español
Páginas 112
+info http://www.iirp.es

Descargar aquí

Todos aquellos profesionales e investigadores que trabajan en el ámbito de las relaciones con los públicos (Public Relations) han observado la evolución que ha sufrido en las últimas décadas con una creciente expansión conceptual, investigadora y profesional.

Hoy en día, toda organización (empresa, asociación sin ánimo de lucro, instituciones públicas, partidos políticos, organizaciones sindicales y organizaciones patronales) tiene insertado en su ADN la necesidad de que es imprescindible relacionarse con el entorno, con sus públicos.

Otra cuestión es si eso se plasma y concreta en planes de comunicación eficaces y efectivos, porque todavía no se ha asumido la importancia y los resultados de esa acción comunicativa. Y cuando nos planteamos el porqué de esa dificultad en la plasmación u concreción de la lógica comunicativa en las pautas comunes de comportamiento organizativo, una de las respuestas más comunes es qué me aporta, qué ventajas tiene, qué gano, qué beneficio obtengo.

Real Time - How Marketing & PR at Speed Drives Measurable Success

2011-04-07T11:00:00.002+02:00

Autor David Meerman Scott
Año 2010
Idioma English
Páginas 28
+info http://www.webinknow.com

Descargar aquí

In a world where speed and agility are now essential to success, most organizations still operate slowly and deliberately, cementing each step months in advance, responding to new developments with careful but time-consuming processes.

The Internet has fundamentally changed the pace of business, compressing time and rewarding speed. Your accustomed methods and processes may be already fatally out of sync with the world around you. The narrative of your business now unfolds, minute-by-minute, in real time. And it’s no longer guided by the mass media your ad budget can buy.

Introducción a las Relaciones Públicas

2011-03-01T10:00:00.004+01:00

Autor Antonio Castillo
Año 2010
Idioma Español
Páginas 238
+info http://fundamentosrrpp.tumblr.com

Descargar aquí

Este libro pretende responder a algunas preguntas que toda persona se puede hacer sobre qué papel juega la comunicación en las organizaciones, qué objetivos posee, los diferentes públicos con los que nos podemos encontrar, las herramientas más adecuadas de actuación y los diferentes ámbitos en los que desarrolla su acción. La estructura se compone de siete capítulos en los que se intenta abarcar los principales elementos estructurales y de aplicación de las Relaciones Públicas y se profundiza, en las técnicas y las estrategias.

How to leverage Social Media for Public Relations Success

2010-10-26T10:00:00.001+02:00

Coordina Hubspot
Año 2010
Idioma English
Páginas 28

+info http://www.hubspot.com/

Descargar aquí

Without a doubt, the web and social media are making it easier for businesses to communicate with their publics. At the same time, where there used to be a clear delineation between marketing and public relations, the impact of the web has resulted in a blurred line between the two industries.

Some would argue that this is leading to the “death” of public relations. On the contrary, the web is actually helping to enhance the efficiency of the PR industry. So how can you incorporate social media and inbound marketing to enhance your business‟ PR efforts? This ebook will discuss major topics under the umbrella of public relations and explain how you can successfully incorporate social media and internet marketing tools and strategies to improve your business‟ public relations efforts in those areas.

How Blogs and Social Media are Changing Public Relations and the Way it is Practiced

2010-03-18T10:30:00.000+01:00

Autores Donald K. Wright y Michelle D. Hinson
Año 2008
Idioma English
Páginas 21
+info http://www.prsa.org

Descargar aquí

This article reports on a three-year-long international survey of public relations practitioners examining the impact blogs and other social media are having on public relations practice. Findings show these new media are dramatically changing public relations. Results indicate blogs and social media have enhanced what happens in public relations and that social media and traditional mainstream media complement each other. The study also ﬁnds the emergence of blogs and social media have changed the way their organizations communicate, especially to external audiences.

Findings suggest social media complement traditional news media, and that blogs and social media inﬂuence coverage in traditional news media. The study reports blogs and social media have made communications more instantaneous by encouraging organizations to respond more quickly to criticism.

prScope 2009: Estudio de la Imagen de las Consultoras de Comunicación y RRPP en España

2010-01-19T10:00:00.001+01:00

Coordina Grupo Consultores
Año 2009
Idioma Español
Páginas 40
+info http://grupoconsultores.com

Descargar aquí

El sector publicitario está viviendo uno de los momentos de mayor cambio en su historia. La aparición de internet, el boom de la 2.0, la saturación publicitaria, la fragmentación de audiencias, la aparición de la TDT y de nuevas legislaciones que influyen directamente en el sector han hecho que agencias y anunciantes comiencen a modificar su mix de medios.

Este estudio también recoge la visión de anunciantes y agencias sobre la innovación en los medios que eligen como soporte. Destaca el hecho de que crece el número de entrevistados que considera que no se ha innovado en ningún medio. De hecho, sólo creen que se ha innovado en Canales Temáticos, pero a pesar de ello, sigue siendo Internet en donde ven más innovación, este año especialmente en las redes sociales.

Texto ampliado en Marketing Directo

Social Networking: Un hito en las relaciones públicas online

2009-11-04T10:00:00.002+01:00

Autor Sergio Escobar
Año 2009
Idioma Español
Páginas 18
+info http://primerocomunico.com

Descargar aquí

(Requiere suscripción al feed para su descarga)

Fue por el 2006 que la interactividad online dio un giro brutal: el protagonismo se centraba en el usuario, y éste mismo no sólo se limitaba a buscar y encontrar, sino que además tuvo la posibilidad de: analizar, valorar, criticar, crear y compartir en su propio mundo virtual. Empezaron a vislumbrarse nombres en el argot de las “redes sociales” como: Facebook, Linkedin, Twitter, Myspace, Hi5, Xing, Orkut, etc.

Pero esto del social networking no es algo recientemente inventado, ya en 1985 existía una
comunidad (una comunidad forma parte de las redes sociales) llamada The Well, sin embargo no fue hasta principios del presente siglo que se gestó de lleno el concepto social en Internet gracias a la tecnología, misma que permitió su difusión y fácil aplicación en la actualidad.

Fall of PR and rise of advertising

2009-09-30T10:00:00.003+02:00

Autor Stefan Engeseth
Año 2009
Idioma English
Páginas 208
+info http://detectivemarketing.com

Descargar aquí

When Ries argued that advertising just wasn't working any more, he had struck a nerve. Advertising was simply not changing with the times. Half a decade later, things have come full circle. PR is now finding its credibility in the intensive care unit. Stefan Engeseth gives the PR business the same treatment.

The Fall of PR & the Rise of Advertising, with a foreword by Al Ries, analyses the enormous changes in the media landscape in PR, advertising and everything in between. Stefan Engeseth's books, Detective Marketing and ONE, have firmly established him as one of today's most refreshing business thinkers. In his latest book, The Fall of PR & the Rise of Advertising, he shows how advertising has redefined itself and re-emerged as a force to be reckoned with. Written in his trade mark, funny, original and provocative style, the book adds whole new dimensions to the business world.

Este ebook fue compartido por Segis Palma, gracias ;)

Customer Service, The Art of Listening and Engagement Through Social Media

2009-07-09T10:00:00.000+02:00

Autor Brian Solis
Año 2009
Idioma English
Páginas 32
+info http://www.briansolis.com

Descargar aquí

Engaging with and empowering your customers as an extension of your marketing efforts isn’t new. However, in the era of Social Media, there are new tools and philosophies to more effectively listen and engage with customers and in turn, cultivate a more significant community, enhance your brand, build relationships, and hopefully create evangelists along the way.

The art and science of blogger relations - 2ª edición

2009-05-11T10:16:00.004+02:00

Autor Brian Solis
Año 2009
Idioma English
Páginas 90
+info http://www.briansolis.com

Descargar aquí

(Requiere un pequeño registro previo)

Blogger relations is a popular topic of discussion these days, not just on the blogosphere, but within the HR departments of PR agencies and businesses alike. It's something new and perceived to require a very different skill set than most PR and communications professionals possess.

Therefore new job positions are opening up in an attempt to hire people who understand the art of blogger relations and, if that doesn't work, hire anyone who blogs - regardless of industry and communications experience. After all, if you blog, then you must understand company value propositions, marketing, customer relations, and ultimately why all of this matters to the people you're trying to reach right?

The essential guide to Social Media

2009-04-08T10:00:00.001+02:00

Autor Brian Solis
Año 2008
Idioma English
Páginas 20
+info http://www.briansolis.com

Descargar aquí

We live in interesting times. We’re currently enthralled in an immersive, confusing, and definitive transition in our “day job.” If you don’t engage, your competition will. This session will help you become a Social Media sociologist and participant observer, not a cultural voyeur, in order to get to work and build relationships along the way.

Question: If a conversation takes place online and you’re not there to hear or see it, did it actually happen?

Indeed. Conversations are taking place with or without you.

If you’re not part of the conversation, then you’re leaving it to others to answer questions and provide information, whether it’s accurate or incorrect. Or, even worse, you may be leaving it up to your competition to jump in to become the resource for the community. Yes, there will be negative comments. Yes, you’ll invite unsolicited feedback. Yes, people will question your intentions. Negativity will not go away simply because you opt out of participating. Negative commentary, at the very least, is truly an opportunity to change the perception that you did or didn’t know existed.

PR 2.0 Reference Guide

2009-03-03T10:00:00.001+01:00

Coordina Shift Communications
Año 2007
Idioma English
Páginas 35
+info http://www.shiftcomm.com

Descargar aquí

PR 2.0 is here to stay. That’s why we care and why we won’t let go. SHIFT wants to be ahead of the game and participate in the future, not lag behind. That’s why we hope you’ll get excited – like some of us. No, we don’t understand it all and yes, PR 2.0 moves fast and it’s hard to keep up – especially when you have clients breathing down your neck.

That’s why this tutorial will make your life easier – it helps you manage and organize your daily news sources, it supplies you with the tools to search and find social media relevant to your clients and it provides you with insight on how to use social media to your advantage. Simply put: it will empower you to become a more knowledgeable and, at the same time, more cutting-edge PR professional. So dig in!

The new rules of Public Relations

2009-02-17T10:00:00.001+01:00

Autor David Meerman
Año 2006
Idioma English
Páginas 22
+info http://davidmeermanscott.com

Descargar aquí

The Web has changed the rules for press releases. The thing is, most old-line PR professionals just don’t know it yet.

Because the rules for relating to the public have changed so slowly over the past ten years (since the Web has allowed people to read press releases directly), practitioners who learned based on the old rules have been equally slow to change. In fact, most old-school experts have refused to change altogether. It is time to step it up and consider the promise Web 2.0 public relations holds.