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Putting the Public Back in Public Relations : How Social Media Is Reinventing the Aging Business of PR by Deirdre Breakenridge and Brian Solis (2009, Hardcover)

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About this product

Product Identifiers

PublisherFT Press

ISBN-100137150695

ISBN-139780137150694

eBay Product ID (ePID)70918552

Product Key Features

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

Number of Pages352 Pages

LanguageEnglish

TopicMarketing / General, Public Relations, Web / Social Media, E-Commerce / Internet Marketing

Publication Year2009

IllustratorYes

GenreComputers, Business & Economics

AuthorDeirdre Breakenridge, Brian Solis

FormatHardcover

Dimensions

Item Height1 in

Item Weight21.2 Oz

Item Length9.3 in

Item Width6.4 in

Additional Product Features

Intended AudienceTrade

LCCN2008-041937

Dewey Edition22

Dewey Decimal659.2

Table Of ContentForeword 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

SynopsisForget 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.

LC Classification NumberHD59.S65 2009