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    Powerful PR Strategies for Success (Collection)

    by Deirdre K. Breakenridge, Brian Solis

    eBook

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      ISBN-13: 9780133087307
    • Publisher: Pearson Education
    • Publication date: 04/20/2012
    • Sold by: Barnes & Noble
    • Format: eBook
    • Pages: 828
    • File size: 6 MB

    Deirdre K. Breakenridge is Chief Executive Officer of Pure Performance Communications, a strategic communications and technology consulting firm in the New York Metro area. A 20+ year veteran in PR and marketing, Breakenridge has counseled senior-level executives at Fortune 500 companies. Breakenridge travels worldwide, speaking to corporations and associations on the changing media landscape and the integration of public relations, marketing, and social media. An avid blogger at PR 2.0 Strategies, she cofounded #PRStudChat, a dynamic Twitter community dedicated to educating PR practitioners, students, and educators. Her many books include Putting the Public Back in Public Relations; PR 2.0 New Media, New Tools, New Audiences; and The New PR Toolkit. Brian Solis is Principal of FutureWorks, an award-winning PR and new media agency in Silicon Valley. Solis blogs at PR2.0, bub.blicio.us, and regularly contributes PR and tech insight to industry publications. Solis is among the original thought leaders who paved the way for social media. He cofounded the Social Media Club, is an original member of the Media 2.0 Workgroup, and contributes to the Social Media Collective.

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    Table of Contents

    Social Media and Public Relations

    Foreword by David Armano     viii
    Introduction:  When Social Media Meets PR, Communication Unites with Technology     1
    Chapter 1: PR Practice #1: The PR Policymaker     8
    Chapter 2: New Practice #2: The Internal Collaboration Generator     23
    Chapter 3: New Practice #3: The PR Technology Tester     37
    Chapter 4: New Practice #4: The Communications (COMMS) Organizer     54
    Chapter 5: New Practice #5: The Pre-Crisis Doctor     71
    Chapter 6: New Practice #6: The Relationship Analyzer     87
    Chapter 7: New Practice #7: Reputation Task Force Member     103
    Chapter 8: New Practice #8: Master of the Metrics     118
    Chapter 9: Using Your New PR Practices to Become an Influencer and Change Agent     134
    Chapter 10: The Future of PR and Social Media     146
    Appendix: The Social Media Strategy Wheel     157
    Index     160

     

    Putting the Public Back in Public Relations

    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

     

    PR 2.0

    Acknowledgments     xiii

    About the Author     xv

    Foreword by Brian Solis     xvii

    Introduction to PR 2.0     1

    Section I: The Transition to PR 2.0

    Chapter 1: PR 2.0 Is Here     13

    Chapter 2: Getting Started with 2.0 Research     27

    Chapter 3: Research with Expert Resources     41

    Chapter 4: Reaching the Wired Media for Better Coverage     57

    Chapter 5: Better Monitoring for PR 2.0     71

    Section II: A New Direction in PR

    Chapter 6: Interactive Newsrooms: How to Attract the Media     87

    Chapter 7: The Social Media News Release: An Overdue Facelift     103

    Chapter 8: Social Networking: A Revolution Has Begun     123

    Chapter 9: RSS Technology: A Really Simple Tool to Broaden Your Reach     143

    Chapter 10: Video and Audio for Enhanced Web Communications     161

    Section III: Embracing PR 2.0

    Chapter 11: Social Media: Immerse Yourself and Your Brand     187

    Chapter 12: The Pro’s Use of PR 2.0     207

    Chapter 13: The Mindset of the PR 2.0 Journalist     227

    Chapter 14: A PR 2.0 Plan     243

    Section IV: The Future of PR 2.0

    Chapter 15: The Path to Great PR     261

    Index     275

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    A brand new collection of state-of-the-art insights into public relations, from practitioner Deirdre Breakenridge.

    Master Supercharged PR Techniques Based on the Latest Social and Online Platforms!

    Three great books help you leverage the latest social media and online platforms to transform the way you do PR--and the results you achieve! In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets you need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Next, in Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR, Breakenridge and Brian Solis show how to bring the “public” back into public relations and get results traditional PR people can only dream about. Drawing on their unparalleled experience, they present powerful new ways to build the relationships that matter and reach a new generation of influencers…leverage platforms ranging from Twitter to Facebook…embed yourself in communities that are shaping the future. Finally, in PR 2.0: New Media, New Tools, New Audiences, Breakenridge helps you master the full spectrum of online tools to build meaningful two-way conversations with everyone who matters to you. Choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, stop using outmoded, counterproductive tactics, and master new best practices ranging from online newsrooms to advanced research and analytics.

    From world-renowned leaders in social media and modern public relations Deirdre Breakenridgeand Brian Solis

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