Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

by Brian Solis, Deirdre Breakenridge
     
 

ISBN-10: 0137150695

ISBN-13: 9780137150694

Pub. Date: 03/06/2009

Publisher: FT Press

Forget the "pitch": Yesterday's PR techniques just don't work anymore. That's the bad news. Here's the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the "public" back into public relations and get

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Overview

Forget the "pitch": Yesterday's PR techniques just don't work anymore. That's the bad news. Here's the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the "public" back into public relations and get results that traditional PR people can only dream about. Drawing on their unparalleled experience making Social Media work for business, PR 2.0.com's Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn powerful new ways to build the relationships that matter, and reach a new generation of influencers...leverage platforms ranging from Twitter to Facebook...truly embed yourself in the communities that are shaping the future. Best of all, you won't just learn how to add value in the Web 2.0 world: You'll learn how to prove how new, intelligent, and socially rooted PR will transform your organization into a proactive, participatory communication powerhouse that is in touch and informed with its community of stakeholders.

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Product Details

ISBN-13:
9780137150694
Publisher:
FT Press
Publication date:
03/06/2009
Pages:
352
Product dimensions:
6.10(w) x 9.10(h) x 1.20(d)

Related Subjects

Table of Contents

Foreword by Guy Kawasaki xv

Preface: The Socialization of Media and PR 2.0 xvii

Introduction: Social Media = The Reinvention of Public Relations 1

Part I The True Value of New PR

Chapter 1 What’s Wrong with PR? 7

Chapter 2 PR 2.0 vs. Public Relations 23

Chapter 3 PR 2.0 in a Web 2.0 World 37

Chapter 4 Traditional vs. New Journalism 49

Chapter 5 PR Is about Relationships 67

Part II Facilitating Conversations: New Tools and Techniques

Chapter 6 The Language of New PR 83

Chapter 7 Blogger Relations 93

Chapter 8 Social Media Releases (SMRs) 107

Chapter 9 Video News Release (VNR) 2.0 125

Chapter 10 Corporate Blogging 137

Part III Participating in Social Media

Chapter 11 Technology Does Not Override the Social Sciences 153

Chapter 12 Social Networks: The Online Hub for Your Brand 165

Chapter 13 Micromedia 177

Chapter 14 New “Marketing” Roles 187

Part IV PR 2.0: A Promising Future

Chapter 15 Community Managers and Customer Service 2.0 199

Chapter 16 Socialization of Communication and Service 213

Chapter 17 The Rules for Breaking News 231

Chapter 18 A New Guide to Metrics 247

Part V Convergence

Chapter 19 PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations 271

Appendix A The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure 283

Appendix B It’s Alive! 291

Index 299

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