Putting the Public Back in Public Relations

Product Author Bios

Brian Solis is 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.

Deirdre Breakenridge is 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 university’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 include PR 2.0, The New PR Toolkit, and Cyberbranding: Brand Building in the Digital Economy.

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.

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