176 pages, 8.8 × 6 × 0.4 in
April 17, 2012
The following ISBNs are associated with this title:
ISBN - 10: 0132983214
ISBN - 13: 9780132983211
Table of Contents
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
From the Publisher
InSocial 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 PR/marketing pros 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. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships...marry communications with technology more effectively, and become your organization's go-to resource on social technology decisions...reflect social media realities throughout your policies and governance...generate greater internal collaboration, eliminating silos once and for all...listen to consumers' conversations, and apply what you're learning...build communications crisis plans you can implement at a moment's notice...develop profound new insights into how consumers construct and perceive their brand relationships.,. practice “reputation management on steroids...take the lead on identifying and applying metrics...and much more.For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.
From the Jacket
Foreword byDavid Armano, EVP of Global Innovation & Integration for Edelman Digital, and author of the Logic + Emotion blog
“The desire to be strategic about social media and PR is no longer enough--these days you must first master the eight new PR practices laid out by Breakenridge. If you want to sit at the social media strategy table, then read this book. Better yet, make sure you share it!
--Charlene Li, author ofOpen LeadershipandGroundswell, Founder of Altimeter Group
“Never before has a book explained how PR is evolving like Deirdre Breakenridge'sSocial Media and Public Relations: Eight New Practices for the PR Professional. The industry is in turmoil, as the digital era begins to settle and PR is looking for a home among marketing, content, and social media. Breakenridge breaks down eight areas to focus on for both career and business growth, including research, reputation, collaboration, and most importantly, measurement. It's a must-read for any PR practitioner, no matter level or expertise.
--Gini Dietrich, CEO of Arment Dietrich, Inc., founder of Spin Sucks Pro, author ofSpin Sucks, and coauthor ofMarketing in the Round
“I believe that any organization with strong values can succeed in social, and the bookSocial Media and Public Relationsexplains how in thoughtful (and necessary) detail. Anyone who tells you social is easy has not done their homework, and understanding the wealth of information in this book will keep them from failing the final exam.
--George Faulkner, Social Brand Engagement Program, IBM
InSocial Media and Public Relations, PR veteran Deirdre K. Breakenridge presents focused, actionable best practices for every PR pro, marketer, and strategist: the eight social media skills and mindsets most tightly linked to successright now. Drawing on her unsurpassed experience counseling Fortune 500 companies and other top organizations, Breakenridge shows exactly how to engage today's sophisticated, socialized customers. This concise, fast-paced book reveals how to integrate social media and PR with other key business functions. Breakenridge helps you:
• Expand your strategic role: Become the go-to social expert
• Develop, coordinate, and curate content from all your sources
• Demolish silos and generate deep internal collaboration
• Systematically map your audiences' connections
• Listen and respond to customers accurately, transparently, and immediately
• Practice “reputation management on steroids
• Don't just “tolerate metrics:Drivethem
• Avoid disaster: Build proactive crisis prevention plans that work
About the Author
Deirdre K. Breakenridgeis 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.