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Social Media and Public Relations : Eight New Practices for the PR Professional: Breakenridge, Deirdre K./ Armano, David (FRW): BOOKS KINOKUNIYA
Book Details
Social Media and Public Relations : Eight New Practices for the PR Professional
Social Media and Public Relations : Eight New Practices for the PR Professional
Publisher : Ft Pr
Published Date : 2012/04
Binding : Paperback
ISBN : 9780132983211

BookWeb Price : AED 73.00

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Language : English
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Book Description
Source: ENG
Place of Publication: United States
Textual Format: Computer Applications
Academic Level: Professional

In Social Media and Public RelationsProfessional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today's more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships...marry communications with technology more effectively, and become your organization's go-to resource on social technology decisions...reflect social media realities throughout your policies and governance...generate greater internal collaboration, eliminating silos once and for all...listen to consumers' conversations, and apply what you're communications crisis plans you can implement at a moment's notice...develop profound new insights into how consumers construct and perceive their brand relationships.,. practice "reputation management on steroids"...take the lead on identifying and applying metrics...and much more. For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.

Foreword by David Armano viii IntroductionPR, Communication Unites with Technology 1 Chapter 1 PR Practice #1: The PR Policymaker 8 Chapter 2 New Practice #2: The Internal Collaboration Generator 23 Chapter 3 New Practice #3: The PR Technology Tester 37 Chapter 4 New Practice #4: The Communications (COMMS) Organizer 54 Chapter 5 New Practice #5: The Pre-Crisis Doctor 71 Chapter 6 New Practice #6: The Relationship Analyzer 87 Chapter 7 New Practice #7: Reputation Task Force Member 103 Chapter 8 New Practice #8: Master of the Metrics 118 Chapter 9 Using Your New PR Practices to Become an Influencer and Change Agent 134 Chapter 10 The Future of PR and Social Media 146 Appendix The Social Media Strategy Wheel 157 Index 160References, 5. Stock Market and Exchange Rates, II Stock Market Dynamics and the Macroeconomy: Some Extensions, 6. Output and Stock Market Dynamics with State-dependent Financial Market Reactions, 6.1 Introduction, 6.2 The Model, 6.3 Analysis of the Model, 6.4 State-of-Market Dependent Reaction Speed - An Alternative to the JVT, 6.5 Conclusions, 6.6 References, 6.7 Appendix: Relaxing Perfection, 7. Real-FinancialMarket Interaction: Implications of Budget Equations and Capital Accumulation, 7.1 Introduction, 7.2 The Blanchard Model with Instrinsic Stock-Flow Dynamics, 7.3 Intensive Form of the Model, 7.4 Analysis, 7.5 Jump-variable Coundums, 7.6 References, 7.7 Appendix: Adding the Dynamics of the Government Budget Contraint, 8. A Stochastic Model of the Real Financial Interaction with Boundedly Rational Heterogeneous Agents, 8.1 Introduction, 8.2 Model, 8.3 Heterogeneous Expectations, 8.4 Analysis of the Deterministic Skeleton, 8.5 Analysis of the Nonlinear Stochastic Model, 8.6 Conclusion, 8.7 Appendix, 9. A High-Dimensional Model of Real Financial Market Interaction: The Cascade of Stable Matrices Approach, 9.1 Introduction, 9.2 Formulation of the Model, 9.3 The Model in Intensive Form, 9.4 Subdynamics in the Real and Financial Sector, 9.5 Local Stability Analysis of the Full 7D Dynamics, 9.6 Conclusion, 10. Stock Market, Interest Rate and Output: A Model and Estimation for US Time Series Data, 10.1 Introduction, 10.2 Stylized Facts and Macromodels, 10.3 A Generalized Blanchard Model, 10.4 The Dynamics of the Model, 10.5 Discrete Time Form for Observable Variables, 10.6 Empirical Results for US Time Series Data, 10.7 Stochastic Simulations and Impulse Response Functions, 10.8 Conclusions, 10.9 Appendix 1: Stability Analysis of the Blanchard Model, 10.10 Appendix 2: The Characteristic Equation of the Generalized Blanchard Model, III Exchange Rate, Dynamics Capital Flows and Currency Crises, 11. Capital Account and Government Budget Dynamics in Perfect Open Economies, 11.1 Introduction, 11.2 The Basic One-Good Monetary Model of International Commodity Trade, 11.3 The Monetary Adjustment Process, 11.4 The Two-Commodity Extension, 11.5 The Perfectly Open Economy: Basic and Advanced Fomulations, 11.6 Twin Deficits and PPP / UIP Driven Price Dynamics, 11.7 Active Fiscal and Monetary Policy in the Perfect Open Economy, 11.8 Conclusions, 12. Twin Deficits and Inflation in the Mundell-Fleming-Tobin Model, 12.1 Introduction, 12.2 Temporary Equilibrium, 12.3 The Six Economic Regimes of the Model, 12.4 Twin Deficits and Price Level Dynamics under Fixed and Floating Exchange Rates, 12.5 Capital Account and Inflation with Interest and Exchange Rate Pegs, 12.6 Overshooting Exchange Rate Dynamics, 12.7 Conclusions, 13. Financial Crisis, Currency Crisis and Large Output Loss, 13.1 Introduction, 13.2 Stylized Facts, 13.3 The Basic Model, 13.4 Budget Restrictions and National Accounting, 13.5 Dynamics Under Flexible Exchange Rates, 13.6 Currency Crisis in a Fixed Exchange Rate Regime, 13.7 Conclusions, 13.8 References, 14. Emerging Market Economies, Currency Crisis and Price Level Adjustment, 14.1 Introduction, 14.2 The Basic Model, 14.3 Local Stability Analysis, 14.4 Currency Crises in a Pegged Exchange Rate System, 14.5 Currency Crisis and Hedging, 14.6 Adding Wage and Price Dynamics, 14.7 Stability Analysis, 14.8 The Dynamics of a Currency Crisis in the Extended Model, 14.9 Conclusions and Outlook, 14.10 Appendix 1: Balance of Payments Adjustment Processes, 14.11 Appendix 2: Empirical Results, 15. Outlook: International Capital Flows in the MFT Approach, 15.1 Introduction, 15.2 Integrating International Capital Flows into the MFT Approach, 15.3 Real-Financial Disequilibrium Dynamics: Some Basic Results, 15.4 Capital Flight, Global Players and the Emergence of Currency Crises, 15.5 Conclusions and Outlook