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