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

“There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.”

Seth Godin, Author of Tribes

 

“I am thrilled that there is finally a book about the right way to approach PR in today’s world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.”

Tony Hsieh, CEO, Zappos.com

 

“Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention.”

Paul Gillin, Author, The New Influencers and Secrets of Social Media Marketing

 

“Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in today’s competitive marketplace.”

Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation

  

Breakthrough Web PR 2.0 Strategies and Tactics That Work

 

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 succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the “public” back into public relations—and earn a new level of results that just wasn’t possible before now.

 

Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You’ll learn 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.

 

Along the way, you’ll learn how to stop being a “publicist” or mere “communicator” and become what your clients or company really need: a genuine enthusiast for whom and what you represent.

 

What’s wrong with PR—and how to fix it

Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness

 

Social Media PR—a complete primer

Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands

 

Why it’s about sociology and anthropology—not technology

Master the art of listening and leverage today’s powerful, emerging micromedia

 

Real PR metrics for the Web 2.0 world

Measure the results that really matter--and demonstrate your value as never before

 

Online Sample Chapter

What's Wrong with PR?

Sample Pages

Download the sample pages (includes Chapter 1 and Index)

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