Writing and Editing for Digital Media, 5th Edition

7 Responsible AdvocacyPublic Relations and Social Media Management

DOI: 10.4324/9781003223849-7

Chapter Objectives

After studying this chapter, you will understand:

• the fundamentals of public relations writing for digital platforms, including interactive news (or press) releases and media pitches;
• how social media can be leveraged in a broader strategic communication plan;
• how to measure effectiveness of social media use;
• how to develop a crisis communication plan utilizing shared media.

It takes 20 years to build a reputation and five minutes to ruin it.

—Warren Buffett

If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends. ...