Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

by Brian Solis, Deirdre K. Breakenridge

Pearson Education | February 19, 2009 | Hardcover |

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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.

Format: Hardcover

Dimensions: 352 Pages, 6.3 × 9.06 × 0.79 in

Published: February 19, 2009

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0137150695

ISBN - 13: 9780137150694

Found in: Public Relations

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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

by Brian Solis, Deirdre K. Breakenridge

Format: Hardcover

Dimensions: 352 Pages, 6.3 × 9.06 × 0.79 in

Published: February 19, 2009

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0137150695

ISBN - 13: 9780137150694

Read from the Book

Introduction Introduction Social Media = The Reinvention of Public Relations Public Relations as we know it is quickly changing. Many tried-and-true PR strategies that we know and rely on are becoming ineffective and irrelevant. We can no longer trust them to effectively reach and motivate today’s influencers. The Web has changed everything. And the Social Web is empowering a new class of authoritative voices that we cannot ignore. This rising group includes (and is being led by) people just like you. User-generated content (UGC) has flipped traditional PR and media on its head, leaving many communications professionals and journalists dazed and confused. They wonder why everything is changing so suddenly, seemingly overnight. However, these changes do not really represent “new” concepts. The “sudden” shift has actually been more than ten years in the making. Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people with expertise, opinions, and the drive and passion to share those opinions. This people-powered content evolution augments instead of replaces traditional media and expert influence. And in the process, entirely new layers of top-down and bottom-up influence have been created. These layers dramatically expand the number of information channels (one-to-one, one-to-many, and many-to-many). Traditional influence flowed from a news or information gatherer (for example,
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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        Soc
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From the Publisher

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.

From the Jacket

"There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice."

Seth Godin, Author of Tribes

 

"I am thrilled that there is finally a book about the right way to approach PR in today's world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book."

Tony Hsieh, CEO, Zappos.com

 

"Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention."

Paul Gillin, Author, The New Influencers and Secrets of Social Media Marketing

 

"Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in today's competitive marketplace."

Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation

  

Breakthrough Web PR 2.0 Strategies and Tactics That Work

 

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 succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the "public" back into public relations-and earn a new level of results that just wasn't possible before now.

 

Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn 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.

 

Along the way, you'll learn how to stop being a "publicist" or mere "communicator" and become what your clients or company really need: a genuine enthusiast for whom and what you represent.

 

What's wrong with PR-and how to fix it

Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness

 

Social Media PR-a complete primer

Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands

 

Why it's about sociology and anthropology-not technology

Master the art of listening and leverage today's powerful, emerging micromedia

 

Real PR metrics for the Web 2.0 world

Measure the results that really matter--and demonstrate your value as never before

 

About the Author

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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