Powerful PR Strategies for Success (Collection)
Published on 20. April 2012
Book
Mixed media product
978-0-13-308730-7 (ISBN)
Description
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
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
More details
Language
English
Place of publication
Boston
United States
Publishing group
Pearson Education (US)
Target group
College/higher education
Weight
1 gr
ISBN-13
978-0-13-308730-7 (9780133087307)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
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.
Content
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
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