PR 2.0: New Media, New Tools, New Audiences

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PR 2.0: New Media, New Tools, New Audiences

by Deirdre K. Breakenridge

Pearson Education | March 26, 2008 | Hardcover

Not yet rated | write a review

Praise for PR 2.0

 

"An 'easy read' filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The 'Interviews with the Experts' sections were especially useful in helping to highlight how companies have benefited from PR2.0."

Maura Mahoney, Senior Director, RCN Metro Optical Networks

 

"P.R. 2.0 is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn't a book filled with simple tips and tricks--it's an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results."

Jenny Fisher, Director Sales and Marketing Operations, Catalent Pharma Solutions

 

"Wading through the thicket of expanding Internet tools--from MySpace to Facebook, from Twitter to Flickr--is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harness them? Answer: You buy this book. Deirdre Breakenridge knows the Net--how to measure it, monitor it, and use it to maximize public relations performance. Best of all, she explains it in a style that even a Luddite can comprehend."

Fraser P. Seitel, author of The Practice of Public Relations and coauthor of IdeaWise

 

The New Future of Public Relations!

 

In today's Web 2.0 world, traditional methods of communication won't reach your audiences, much less convince them. Here's the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. In PR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work.

 

You'll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today's Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive.

 

Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today's leading PR 2.0 practitioners.

 

PR 1.0 vs. PR 2.0

Identify the needs of companies and clients, and how to integrate them for greatest effectiveness

 

Reaching today's crucial wired media

Powerful new strategies for pitching and media distribution

 

Best uses of traditional PR tactics

Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts

 

PR 2.0: Making the most of the newest tools

Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond

 

Social media: Your new 24/7 focus panel

Powerful new ways to capture emerging customer desires and needs

 

 

Format: Hardcover

Dimensions: 304 pages, 9.24 × 6.2 × 1.1 in

Published: March 26, 2008

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0321510070

ISBN - 13: 9780321510075

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Reviews

– More About This Product –

PR 2.0: New Media, New Tools, New Audiences

by Deirdre K. Breakenridge

Format: Hardcover

Dimensions: 304 pages, 9.24 × 6.2 × 1.1 in

Published: March 26, 2008

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0321510070

ISBN - 13: 9780321510075

About the Book

Breakenridge introduces new PR best practices to use on the Web, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytic tools. She offers powerful new ways to think about PR and react to the new challenges the Web presents.

Read from the Book

Introduction Praise for PR 2.0 "An 'easy read' filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The 'Interviews with the Experts' sections were especially useful in helping to highlight how companies have benefited from PR2.0 ." Maura Mahoney , Senior Director, RCN Metro Optical Networks " P.R. 2.0 is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn't a book filled with simple tips and tricks—it's an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results." Jenny Fisher , Director Sales and Marketing Operations, Catalent Pharma Solutions "Wading through the thicket of expanding Internet tools—from MySpace to Facebook, from Twitter to Flickr—is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harn
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Table of Contents

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    &
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From the Publisher

Praise for PR 2.0

 

"An 'easy read' filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The 'Interviews with the Experts' sections were especially useful in helping to highlight how companies have benefited from PR2.0."

Maura Mahoney, Senior Director, RCN Metro Optical Networks

 

"P.R. 2.0 is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn't a book filled with simple tips and tricks--it's an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results."

Jenny Fisher, Director Sales and Marketing Operations, Catalent Pharma Solutions

 

"Wading through the thicket of expanding Internet tools--from MySpace to Facebook, from Twitter to Flickr--is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harness them? Answer: You buy this book. Deirdre Breakenridge knows the Net--how to measure it, monitor it, and use it to maximize public relations performance. Best of all, she explains it in a style that even a Luddite can comprehend."

Fraser P. Seitel, author of The Practice of Public Relations and coauthor of IdeaWise

 

The New Future of Public Relations!

 

In today's Web 2.0 world, traditional methods of communication won't reach your audiences, much less convince them. Here's the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. In PR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work.

 

You'll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today's Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive.

 

Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today's leading PR 2.0 practitioners.

 

PR 1.0 vs. PR 2.0

Identify the needs of companies and clients, and how to integrate them for greatest effectiveness

 

Reaching today's crucial wired media

Powerful new strategies for pitching and media distribution

 

Best uses of traditional PR tactics

Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts

 

PR 2.0: Making the most of the newest tools

Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond

 

Social media: Your new 24/7 focus panel

Powerful new ways to capture emerging customer desires and needs

 

 

From the Jacket

Praise for PR 2.0

 

"An 'easy read' filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The 'Interviews with the Experts' sections were especially useful in helping to highlight how companies have benefited from PR2.0."

Maura Mahoney, Senior Director, RCN Metro Optical Networks

 

"P.R. 2.0 is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn't a book filled with simple tips and tricks--it's an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results."

Jenny Fisher, Director Sales and Marketing Operations, Catalent Pharma Solutions

 

"Wading through the thicket of expanding Internet tools--from MySpace to Facebook, from Twitter to Flickr--is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harness them? Answer: You buy this book. Deirdre Breakenridge knows the Net--how to measure it, monitor it, and use it to maximize public relations performance. Best of all, she explains it in a style that even a Luddite can comprehend."

Fraser P. Seitel, author of The Practice of Public Relations and coauthor of IdeaWise

 

The New Future of Public Relations!

 

In today's Web 2.0 world, traditional methods of communication won't reach your audiences, much less convince them. Here's the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. In PR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work.

 

You'll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today's Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive.

 

Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today's leading PR 2.0 practitioners.

 

PR 1.0 vs. PR 2.0

Identify the needs of companies and clients, and how to integrate them for greatest effectiveness

 

Reaching today's crucial wired media

Powerful new strategies for pitching and media distribution

 

Best uses of traditional PR tactics

Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts

 

PR 2.0: Making the most of the newest tools

Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond

 

Social media: Your new 24/7 focus panel

Powerful new ways to capture emerging customer desires and needs

 

 

About the Author

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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