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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
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 an author, entrepreneur and CEO of Pure Performance Communications. A 20 + year veteran in PR and marketing, she is the author of five FT Press books including her latest titles, Social Media and Public Relations: Eight New Practices for the PR Professional, Putting the Public Back in Public Relations, and PR 2.0: New Media, New Tools, New Audiences. Deirdre speaks both nationally and internationally on the topics of PR, social media and marketing. She is a recognized PR blogger at PR 2.0 strategies, and also the co-founder of #PRStudChat, a dynamic twitter chat with PR professionals, educators and students.
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Title: Putting the Public Back in Public Relations: How Social Media is Reinventing th
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"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 today's 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 today's competitive marketplace." Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation Breakthrough Web PR 2.0 Strategies and Tactics That Work 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 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 relations--and earn a new level of results that just wasn't 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. You'll learn 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. Along the way, you'll 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. What's wrong with PR--and 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 PR--a complete primer Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands Why it's about sociology and anthropology--not technology Master the art of listening and leverage today's powerful, emerging micromedia Real PR metrics for the Web 2.0 world Measure the results that really matter--and demonstrate your value as never before
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