Social Media and Public Relations: Eight New Practices for the PR Professional

Social Media and Public Relations: Eight New Practices for the PR Professional

Paperback | April 17, 2012

byDeirdre K. Breakenridge

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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 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.

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Social Media and Public Relations: Eight New Practices for the PR Professional

Paperback | April 17, 2012
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$19.52 online $27.99 (save 30%)

From the Publisher

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 PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systemat...

From the Jacket

Foreword by David 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 ta...

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. As a five-time published author and entrepreneu...

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Format:PaperbackDimensions:176 pages, 8.9 × 5.8 × 0.5 inPublished:April 17, 2012Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132983214

ISBN - 13:9780132983211

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Extra Content

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
Index     160