ABSTRACT
This chapter covers online public relations that is, not limited to social media platforms. Reasoning for these issues is it is becoming more and more the case that social media is the platform for public relations to be practised, and with the exception of a section on the corporate website, online public relations is practised almost entirely on social media. The Collins English Dictionary describes public relations as the practice of creating, promoting or maintaining goodwill and a favourable image among the public towards an institution, public body, etc. The rising significance of reputation management over recent years has seen it be recognized as an aspect of marketing with strategic implications and so more resources have been committed to it. A final consideration for those responsible for online reputation management is that of disaster recovery. There is, an online public relations aspect to any such disaster recovery plan and so the exercise should not be left to the IT department.
