Putting the Public Back in Public Relations (inbunden)
Inbunden (Hardback)
Antal sidor
Financial Times/ Prentice Hall
Breakenridge, Deirdre K.
236 x 160 x 25 mm
604 g
Antal komponenter
Putting the Public Back in Public Relations (inbunden)

Putting the Public Back in Public Relations

How Social Media Is Reinventing the Aging Business of PR

Inbunden, Engelska, 2009-02-19


There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.

Seth Godin, Author of Tribes


I am thrilled that there is finally a book about the right way to approach PR in todays world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.

Tony Hsieh, CEO, Zappos.com


Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention.

Paul Gillin, Author, The New Influencers and Secrets of Social Media Marketing


Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in todays competitive marketplace.

Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation


Breakthrough Web PR 2.0 Strategies and Tactics That Work


Forget the pitch: Yesterdays PR techniques just dont work anymore. Thats the bad news. Heres the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the public back into public relationsand earn a new level of results that just wasnt possible before now.


Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. Youll learn new ways to build the relationships that matter, and reach a new generation of influencersleverage platforms ranging from Twitter to Facebooktruly embed yourself in the communities that are shaping the future.


Along the way, youll learn how to stop being a publicist or mere communicator and become what your clients or company really need: a genuine enthusiast for whom and what you represent.


Whats wrong with PRand how to fix it

Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness


Social Media PRa complete primer

Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands


Why its...
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Brian Solis is Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley. One of the original thought leaders who paved the way for Social Media and PR 2.0, Solis cofounded the Social Media Club and is a founding member of the Media 2.0 Workgroup. He currently blogs about the evolution and future of PR and marketing at PR 2.0 (www.briansolis.com), which is considered one of the most influential marketing blogs in the world. Deirdre Breakenridge is President and Director of Communications at PFS Marketwyse, a New Jersey-based marketing communications agency. There, she leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic PR campaigns. Also adjunct professor at Fairleigh Dickinson University in Madison, NJ, she teaches courses on PR and Interactive Marketing for the university's Global Business Management program. She has spoken on PR, digital marketing, and brand building for organizations ranging from the Public Relations Society of America (PRSA) and National Association of Broadcasters (NAB) to the Strategic Research Institute (SRI). Her books include PR 2.0, The New PR Toolkit, and Cyberbranding: Brand Building in the Digital Economy.


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          Whats 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       Its Alive!  291

                           Index  299