chapter  16
14 Pages

Digital public relations

ByHeather Yaxley

This chapter takes a practical look at emerging technologies and how practitioners can keep ahead of developments from a personal and organisational perspective.

CHECK POINT At the end of this chapter, you will be able to:

• adopt strategies to engage with digital technologies as an individual PR practitioner and on behalf of organisations;

• understand benefits of building virtual communities;

• consider issues involved in monitoring and evaluating digital public relations.