Overview

"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 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."

Full Product Details

Author:   Brian Solis ,  Deirdre K. Breakenridge
Publisher:   Pearson Education (US)
Imprint:   Financial TImes Prentice Hall
Dimensions:   Width: 16.20cm , Height: 2.60cm , Length: 23.50cm
Weight:   0.600kg
ISBN:  

9780137150694

ISBN 10:   0137150695
Pages:   352
Publication Date:   19 March 2009
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

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

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Author Information

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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