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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


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Learn how to add value in the Web 2.0 world and prove that PR is a valuable resource in your organization.

  • Integrate PR 2.0 strategies into traditional outreach to create best practices for communication.
  • Learn to use the new tools of social networking for building relationships, breaking your news, and shaping brands.
  • Written by two top industry experts who are recognized for their thinking and their work in both PR and technology circles.
  • Description

    • Copyright 2009
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-715069-5
    • ISBN-13: 978-0-13-715069-4

    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.

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    What's Wrong with PR?

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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        Social Networks: The Online Hub for Your Brand  165

    Chapter 13        Micromedia  177

    Chapter 14        New “Marketing” Roles  187

    Part IV   PR 2.0: A Promising Future

    Chapter 15        Community Managers and Customer Service 2.0  199

    Chapter 16        Socialization of Communication and Service  213

    Chapter 17        The Rules for Breaking News  231

    Chapter 18        A New Guide to Metrics  247

    Part V   Convergence

    Chapter 19        PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations  271

    Appendix A      The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure  283

    Appendix B       It’s Alive!  291

                               Index  299


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