Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
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.
10 of 10 people found the following review helpful
My favorite part of the book was Appendix B where the authors include a grid of URLs and short explanations for each.,
This review is from: Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (Hardcover)Not a bad book. I thought it read pretty well. It's full length, has some good content, and is current as far as I could see when it comes to the topic of social media MARKETING (SMM). And it presents SMM from the slant of a competent up-to-date public relations professional. If you are a public relations professional and have not yet crawled out of the Dark Ages and become computer literate, then I highly recommend you give this book a read. But for the rest of us who have been following SMM (whether we are public relations specialists or not), then I didn't really see much new covered or included in this tome. As a result I am going to drop my star rating for it down a notch. The book is broken into the following 5 parts and 19 chapters:
Part I. The true value of new PR (1-5)
Part II. Facilitating conversations: New tools & techniques (6-10)
Part III. Participating in social media (11-14)
Part IV. PR 2.0: A promising future (15-18)
Part V. Convergence... Read more
7 of 7 people found the following review helpful
Putting the Public Back in Public Relations,
This review is from: Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (Hardcover)Finally a PR book that doesn't suck! In fact, it's jam-packed with actual, tactical things you can do for your client TODAY, to start mattering in social universe. Too many PR books get bogged down by all theory (fluff) and no substance (meat). While this book does perhaps repeat one too many times the whole "we're no longer talking at people, but rather engaging in a conversation" mantra, it is by far the most useful PR book I've ever read. I won't read any PR book that is more than a year old and w/ a publishing date of March 2009, everything still seems relevant (today, anyway). Great read Brian.
4 of 4 people found the following review helpful
Everything you wanted to know about Public Relations but were NOT afraid to ask,
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This review is from: Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (Hardcover)In the course of taking public relations classes for about seven years now - from my first Introduction to Public Relations course at the University of Florida to going on for my Masters in Strategic Public Relations at USC, to now taking PR Strategies, Crisis Communications, and PR Management (Theory) at the University of Tennessee. In every class, we would of course be using a classic PR textbook, or we would have to buy the course packet of readings that the professor felt was more appropriate for the class.
However, I came across a public relations book a few days ago that is both refreshing and enlightening that offers strategic insights into the field, discusses real world cases and issues that public relations professionals are dealing with in this changing business economy, and where PR as a profession is going to the future. The book that I am talking about is "Putting the Public Back in Public Relations" by Brian Solis and Deirdre Breakenridge.
The... Read more
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Online Sample Chapter
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
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