The Global PR Revolution: How Thought Leaders Succeed in the Transformed World of PR

The Global PR Revolution: How Thought Leaders Succeed in the Transformed World of PR

by Maxim Behar

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Overview

“An excellent guide.” —Paul Holmes, The Holmes Report

PR is everything and everywhere. Now more than ever, managing social media is a nuanced and dynamic field that requires the sophisticated touch of a trained professional. What was effective ten or even five years ago is no longer relevant. In The Global PR Revolution, public relations expert Maxim Behar shows readers how to master current approaches, create content that meets a client’s needs, and evolve with ever-changing trends. Complete with insights from over seventy PR leaders worldwide, this authoritative guide discusses such topics as:
 

  • The New Rules of Social Media
  • How to Speak the Language of PR
  • Modern PR Skills and Tools
  • How to Measure Impact
  • The Effect of Total Transparency on Businesses
  • International Perspectives on the Media
  • The Future of the Industry

Behar’s knowledge, experience, and down-to-earth writing will keep readers engrossed while refining their understanding of public relations. By the time they finish, they’ll be well on their way to becoming experts in the field.

Product Details

ISBN-13: 9781621537151
Publisher: Allworth
Publication date: 10/15/2019
Pages: 312
Sales rank: 1,138,973
Product dimensions: 6.00(w) x 9.10(h) x 1.00(d)

About the Author

Maxim Behar is a globally renowned public relations expert, entrepreneur, writer, and Harvard Kennedy School graduate. He is the founder and CEO of M3 Communications Group, Inc. He is the past president of the International Communications Consultancy Organisation (ICCO) and is currently a member of the executive committee. He has been awarded many titles, among them Global Chairman of the Year by the International Business Stevie Awards and Communicator of the Decade by the Association of Business Communicators of India. Bulgarian born and grown, he considers himself a global citizen.

Table of Contents

Introduction ix

PR in the Days of Revolutions x

Chapter 1 PR Revolution 101 1

The New "Social Media" Normal 1

"From Crisis Point to Turning Point": The Bell Pottinger Case 5

Traditional Media: From Endangered to Extinct 8

Always Prepared: The Less-Than-10-Minutes Response Rule 12

The "Creative Liar" Notion: Bound for Extinction, Too 21

From "PR" to "…Live…" 22

From Measuring Rulers to Truly Measurable 24

Cultural Differences or Envelope Journalism? 26

Global Merging: PR on Top 27

Chapter 2 Into the Revolution 29

How I Got into the PR Business 29

PR: Defining Definitions 35

Standing Out in News Creation 40

Media's Woes and PR's "Blame" 41

PR, Not Propaganda 43

What's Left of Old-School PR? 48

For Health and Dignity 49

Chapter 3 The Revolution: The Fallen 51

The Death of the Press Release 51

The Death of the Press Conference 55

When Social Media Trumped the Internet 58

Going Viral: Contagion-Epidemics-Pandemics 59

The War with Advertising 63

Turning Public Communications Upside Down Again: Sir Martin Sorrell 75

Chapter 4 The Global PR Revolution: So far the One and Only! 79

PR's "Previous Life" 79

PR's First True Revolution 81

The Global PR Revolution Thesis and Its Discontents 106

Chapter 5 The Age of Total Transparency (TT) 111

A Brave New Transparent World 111

TT Basics 112

PR: Less Elitist Than Ever 113

Abusing TT 115

A Much Better Industry 119

The Power of Storytelling 120

Chapter 6 Media Beyond the Media 127

Objectified by the News 127

Who Owns the Media? 129

An Army of Amateurs 131

A Crisis Indeed 132

Reputation: Gone in Fifteen Seconds! 134

Major PR Disasters of the Social Media Age 135

What a PR Expert Should Be 143

Modern PR Tools: AMEC's Interactive Tool 144

Barcelona Principles 2.0 149

Traditional Political PR Is Dead! 156

PR, Trump Style 159

Brexit and the EU: Manipulation and Ineptitude 161

Facebook's Restrictions: Wrong Medicine for the Fake News Disease! 162

Chapter 7 The Industry After the Revolution 175

The Transformation of the PR Office 175

The Skills of Today 199

PR Experts or Editors? 200

The PR Language-Do We Understand It? 201

How to Sway People Today 201

In-House Clients' Trends: Chemistry or the Lack Thereof 202

When Small Is Bigger Than Big 206

Speed, Simplicity, Self-Confidence: The Rule 207

New Tools, Old Values 209

Measuring: Easier than Ever! 210

Risks: More than Ever! 211

Chapter 8 The PR Revolution: Regional Tips 221

The World's Regions 221

Honesty in Media 222

Education Today: The University of Life 241

Chapter 9 The Post-Revolutionary / Ever More Revolutionary Future 247

The Future of (Social) Media and the Future of PR 247

AI in PR 248

Software or Human Brain: You Choose (While You Still Can)! 250

Acknowledgments 273

About the Author 277

Index 279

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