PR 2.0 New Media, New Tools, New Audiences

ISBN-10: 0321510070

ISBN-13: 9780321510075

Edition: 2008

List price: $26.99
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Description: PR 2.0 is a combination of social media tools that are available to communications professionals for both large and small brands to use to reach influencers and consumer audiences directly. Social media is a direct-to-consumer approach that allows audiences to drive the communication in their communities. In a Web 2.0 world, where thousands of communities are built, the traditional methods of web communication are not suitable. Web 2.0 technology (everything from podcasts to RSS feeds to blogs) combined with an audiences desire to build and share content has transformed the PR industry. As a result, PR professionals are beginning to incorporate PR 2.0 into their strategy and planning as an effective way to communicate directly to Web 2.0 audiences, to raise awareness and increase overall brand exposure. The book begins by looking at the challenges people are immediately facing, including incorporating all the new tools that are available. The book then goes on to examine ways to think about PR in the new landscape, including setting up an online newsroom, and using visual and social media in releases. The book concludes with how PR professionals need to react in this new environment, and how they should plan for the future.

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Book details

List price: $26.99
Copyright year: 2008
Publisher: FT Press
Publication date: 3/26/2008
Binding: Hardcover
Pages: 304
Size: 6.00" wide x 9.00" long x 1.25" tall
Weight: 1.100
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;

Acknowledgments
About the Author
Foreword
Introduction to PR 2.0
Are You Ready to Be 2.0 Ready?
The Big Bang
About This Book
The Transition to PR 2.0
PR 2.0 Is Here
You Can Discover a Better Way
Go Ahead, Let the Good Times Roll
Your Best and Most Remembered Communications Resources
Endnotes
Getting Started with 2.0 Research
The Best Commitment You'll Ever Make
Are You Ready for Research?
New Research Methods to Reach the Influencers
An Interview with the Cision Experts
2.0 Changes for the Better
Research with Expert Resources
The Internet Meets Your Budgetary Requirements
Gurus Need Not Apply Here
Find the Right Research Partner
What the Experts Have to Say
Endnotes
Reaching the Wired Media for Better Coverage
How Far You Go for the Relationship
Give Your Influencers What They Want
Help Is on the Way
The Human Element Gives You an Edge
Resources for Relationships and Better Coverage
Better Monitoring for PR 2.0
Social Media and What/Who to Monitor
Your Advanced Tools for Monitoring
Evaluating the Conversations
An Expert's Perspective on Blog Monitoring and Measurement
A New Direction in PR
Interactive Newsrooms: How to Attract the Media
You've Got the Basics Covered
Newsrooms Serving a Wide Range of Needs
Interview with an Expert
You Can Manage the Newsroom Yourself
The Leaders of Online Newsrooms
Online Newsroom Leader #1
Online Newsroom Leader #2
Online Newsroom Leader #3
Endnotes
The Social Media News Release: An Overdue Facelift
A New Format to Spark Conversations
Be Prepared for Social Media
Getting Started with Social Media
You Don't Have to Be a Web Developer to Create 2.0 Tools
When to Rely on the Experts
Interview with an Expert
Social Media Template: A PR Pro's Opinion
Endnotes
Social Networking: A Revolution Has Begun
The Start of the Revolution
Reaching Audiences Through Social Networking
The Leaders of Blogging
How Does Social Networking Change Your Brand?
Identifying Trends in Social Networking
Social Networks Go Far Beyond Friendships
How to Measure Social Networks-An Expert's Point of View
Moving Forward with Social Networking
Endnotes
RSS Technology: A Really Simple Tool to Broaden Your Reach
You Can Cut Through the Clutter
Increase Your Marketing Arsenal
What It Means to Be in Charge
The Pros Take a Stance
A Publisher's Point of View
Moving Ahead with RSS
Video and Audio for Enhanced Web Communications
More Than a Fad
Web 2.0 Competition Is Heating Up
An Expert's Top 10 Reasons to Use Video
Lessons from a Thought Leader
An Agency's Perspective
Using Video/Audio for PR 2.0 Communication Success
Endnotes
Embracing PR 2.0
Social Media: Immerse Yourself and Your Brand
Be a Social Media Consumer
Rethinking Communication Based on Consumer Behavior
Giving Power to the People
Get Your Audience in Your Backyard
An Expert's Perspective on Social Media Tools
Moving Forward Through Understanding and Experience
Endnotes
The Pro's Use of PR 2.0
Social Media for the Start-Up
Engaging the Large Corporation
The Consultant/Guru's Point of View
Best Practices from the Technology Evangelist
Q&A with a Social Media Innovator
Go Ahead, Get Passionate over Social Media
The Mindset of the PR 2.0 Journalist
How to Reach PR Greatness
Advice from the Influencers
Q&A with a Top-Tier Journalist
PR 2.0 Means Great PR
A PR 2.0 Plan
The Best PR 2.0 Planning Approach
Creative PR 2.0 Planning and Strategy
Adverb Media
TOMY International
Quality Technology Services
ASCO Power Technologies
Moving Forward with Your PR 2.0 Planning
Endnotes
The Future of 2.0
The Path to Great PR
Your Path to Great Communication
You've Come a Long Way
PR 2.0 Hot Topics
More Expert 2.0 Advice
Your Brand and PR 2.0
PR Has Changed for the Better
Don't Just Go with It-Go for It!
Endnotes
Index
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