Book review: Share This – The Social Media Handbook for PR Professionals


There are so many books on social media in the market. (The irony that they are published as books seems to have escaped everyone.)

This is one you should read, even if you’re not a PR professional.

It’s written by various writers under the banner of the UK’s Chartered Institute of Public Relations (of which I am a member).  And while written as a handbook to be kept on your desk for ready access, it’s also a strategic overview of where social media fit in business and society, the opportunities open to us as PR practitioners, the effects (in some cases brutal) of social media on business, and what the future might hold.

It most certainly goes much further than many other books on the subject. For example, it goes beyond merely discussing the channels that currently prevail,  investigating what might follow. Web 3.0 and the Internet of Things, both of which go far beyond public relations, are discussed intelligently and in context.

All aspects of public relations are covered: the changing face of the media, planning, networks and channels, online media relations (including reminding us that PR is much, much more than media relations), the perennial challenges of measurement (handled with real perception and the right amount of productive scepticism), and how the PR industry should change.

Peppered throughout the book are footnotes to send you to tools, sites, papers and apps.

This book is essential reading for any PR practitioner, from the novice graduate to the veteran. It’s also essential reading for anyone in business, and anyone seeking to understand the communications options open to everyone today.

Buy it.

Share This – The Social Media Handbook for PR Professional, by the Chartered Institute of Public Relations, edited by Stephen Waddington, published by Wiley. (Available online from various sources. Shop around. An example of the brutal reality of the social web is that this book is much cheaper to buy from sources other than Wiley’s own web page.)

About alansmithoz

Head of Strategic Business Communications at Australian social analytics technology company Digivizer, with a background in corporate public relations and marketing. I do what I do because I believe communications can make a difference.
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2 Responses to Book review: Share This – The Social Media Handbook for PR Professionals

  1. alansmithoz says:

    Brand Spirit, Jackie at Shook, thanks for liking the post. It is a book well worth getting!

  2. Dr Tim O'Brien says:

    You make it sound interesting. I will take a look when I get a chance

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