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

ISBN-10: 0137150695
ISBN-13: 9780137150694
Edition: 2009
List price: $38.00
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Book details

List price: $38.00
Copyright year: 2009
Publisher: Financial Times/Prentice Hall
Publication date: 6/18/2009
Binding: Hardcover
Pages: 352
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.430
Language: English

Brian Solisis 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. nbsp; Deirdre Breakenridgeis President and Director of Communications at PFS Marketwyse, a New Jersey-based marketing communications agency. There, she leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic PR campaigns. Also adjunct professor at Fairleigh Dickinson University in Madison, NJ, she teaches courses on PR and Interactive Marketing for the universityrsquo;s Global Business Management program. She has spoken on PR, digital marketing, and brand building for organizations ranging from the Public Relations Society of America (PRSA) and National Association of Broadcasters (NAB) to the Strategic Research Institute (SRI). Her books includePR 2.0,The New PR Toolkit, andCyberbranding: Brand Building in the Digital Economy. nbsp;

Foreword
Preface The Socialization of Media and PR 2.0
Introduction Social Media = The Reinvention of Public Relations
The True Value of New PR
What's Wrong with PR?
Challenging the Status Quo
PR for PR People
Company Executives
PR 2.0 vs. Public Relations
Good Old Days
Skepticism Creeps In
How Did We Get Here?
Where Are We Going?
PR 2.0 in a Web 2.0 World
The New Collaborators
PR Redux
Communicating With, Not To
Traditional vs. New Journalism
Journalist vs. Blogger
Blogosphere Rising
And Then Some
PR Is about Relationships
People Need People
PR 2.0 = New Relationship Strategies
PR 2.0 All-Stars Collaborate
Facilitating Conversations: New Tools and Techniques
The Language of New PR
And So It Begins
In Each Seat, a Different Person
Yeah, but What's in It for Me?
Blogger Relations
The New Influencers
Blogging Is Not Just Blah, Blah, Blah
Not Every Blog Is Created Equal
One Hot Topic
In a Nutshell
Social Media Releases (SMRs)
The Old Way
A New Way
Be Part of the (R)evolution
Traditional Releases
Customer-Focused News Releases
SEO Press Releases
Social Media Releases
The Brand New World of New Releases
Video News Release (VNR) 2.0
Traditional VNRs
VNRs and Social Media
Integrate with Other Social Media Strategies
What Does All This Mean?
Strategies for Creating Successful Video Programs
Corporate Blogging
Capability vs. Competence
False Assumptions
Leveraging Blogging in B2B and B2C
It's Not about Selling, It's about Dialogue
Defining the Path
Participating in Social Media
Technology Does Not Override the Social Sciences
Modern Communications
Don't Fear Change
Social Networks Are Not Legos
The Proof Is in the Politics
Social Networks: The Online Hub for Your Brand
The Rise of Social Networks
Participation and Visibility
Facebook Is a Template, Not a News Release
Avoid the Clutter and Build Relationships
Micromedia
Media Snackers
A Closer Look
Micromedia Marketing
Micromedia-Inspired Macro Influence
Lifestreams and Brand Aggregation
Micromedia Tools and Services
New "Marketing" Roles
Socialize to Survive
Integrating Social Roles
PR 2.0: A Promising Future
Community Managers and Customer Service 2.0
Connecting People to the Human Beings Who Define Corporate Brands and Culture
PR Evolves into a Service Center
Developing a Complementary Inbound and Outbound Communications Program
A New Role for a New Generation of Communications
Contract Community Managers
The Humanization of Marketing Communications
Socialization of Communication and Service
Lobbying for Change
Social Tools for Social Service and Communications
You Are the Customer
Augmenting Message Broadcasting with Market Value Propositions
Reaching Tastemakers
Introducing Psychographics to Traditional Demographic Profiling
The Rules for Breaking News
Influence: Mainstream and Otherwise
Blogs Are on the Scene
The Beta Test
You're Invited
Socializing the News Process
Beware of Embargoes
A New Guide to Metrics
New Metrics for PR 2.0
Conversation Index
Measurement Tools
Defining and Measuring Success
Convergence
PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations
PR and Its Branding Crisis
The Future of PR
New PR Requires New Roles
The Conversation Prism
The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure
It's Alive!
Index

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