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PR 2.0: New Media, New Tools, New Audiences

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PR 2.0: New Media, New Tools, New Audiences


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In a Web 2.0 world, traditional methods of communication won't reach all your audiences. This book is a new toolbox.

  • Use the networked tools that are already available, including blogs, Facebook and other social network sites, online newswires, RSS Technology, and podcasts.
  • Understand the best tools for the current networked environment, leaving behind those practices that went out of fashion in the dot.com bust.
  • Gather all the information you need without going into information overload.
  • Description

    • Copyright 2008
    • Dimensions: 6" x 9"
    • Pages: 304
    • Edition: 1st
    • Book
    • ISBN-10: 0-321-51007-0
    • ISBN-13: 978-0-321-51007-5

    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

    Sample Content

    Online Sample Chapter

    Introduction to PR 2.0

    Sample Pages

    Download the sample pages

    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      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


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