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Social Media and Public Relations: Eight New Practices for the PR Professional
- By Deirdre K. Breakenridge
- Published Apr 17, 2012 by FT Press.
- Copyright 2012
- Dimensions: 6" x 9"
- Pages: 176
- Edition: 1st
- Book
- ISBN-10: 0-13-298321-4
- ISBN-13: 978-0-13-298321-1
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Product Author Bios
Deirdre Breakenridge (Marlboro, NJ), President/Executive Director of Communications at Mango!, leads a creative team of PR and marketing executives strategizing to build brand awareness. Her clients have included ASCO, Hersheys, JVC, Kraft, and Michael C. Fina. Her books include Putting the Public Back in Public Relations, PR 2.0: New Media, New Tools, New Audiences, and The New PR Toolkit. She has spoken on PR and social media for organizations ranging from PRSA and NAB to SRI and the Women's Presidents Organization; and teaches at Fairleigh Dickinson's Global Business Management program.
In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships… marry communications with technology more effectively, and become your organization’s go-to resource on social technology decisions… reflect social media realities throughout your policies and governance… generate greater internal collaboration, eliminating silos once and for all… listen to consumers’ conversations, and apply what you’re learning… build communications crisis plans you can implement at a moment’s notice… develop profound new insights into how consumers construct and perceive their brand relationships.,. practice “reputation management on steroids”… take the lead on identifying and applying metrics… and much more. For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.
Author's Site
Author suggested sites: deirdrebreakenridge.com
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9 of 9 people found the following review helpful
A Textbook for PR / Marketing Students,
This review is from: Social Media and Public Relations: Eight New Practices for the PR Professional (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
I think the most important thing to realize about Social Media and Public Relations by Ms. Breakenridge is that it is specifically meant for people in the PR / Marketing field who are looking at their social networking job options. The book lays out eight types of jobs that deal with PR, Marketing, and social media. It gives details on each job so those heading out into the job force can think about their options. It's not meant as a primer on social media.The book is broken out into eight sections, one for each job category, and describes what traits and skills are necessary for that type of job. For example, one category is crisis management. The chapter discusses how social media can be used to handle a crisis and techniques that work or don't work. As you might guess, most of the information is most applicable to a fairly large company. A small one-owner website probably doesn't have to worry about developing a social media policy and having a dedicated... Read more
3 of 3 people found the following review helpful
The Fine Print, By
This review is from: Social Media and Public Relations: Eight New Practices for the PR Professional (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
I would call this a zoom on the fine print of Social Media and Public Relations. So much has changed in the past ten years for the individual and for the larger community as a whole. Computers are designing how we interact, what job we get and who will off that opportunity to us.Much of it is really an expansion of human social reltionships. This is described in detail in this book with simple wording which carries profound meaning. This is like the rear-view mirror to show everything that is hidden or might be overlooked as one makes the transition from non-digital to digital way of interacting with the community. Falling behind? Business taking a dip? Uncertain about where you are going in cyberspace? Feeling vulnerable in reference to your tech savy competitors? Read this book!
2 of 2 people found the following review helpful
States the obvious, By
This review is from: Social Media and Public Relations: Eight New Practices for the PR Professional (Paperback)
Customer review from the Amazon Vine™ Program (What's this?)
I'm not sure what I was expecting, but this book didn't tell me much. As a novelist, I've been dragged into using 21st Century social media such as twitter, facebook, reddit (if only they'd quit telling me I don't my own password) and google plus. This book apparently is addressed to Public Relations professionals. So I picked the wrong "try this item for free via amazon vine" book. Even so, it seemed to be superficial, and to state the obvious. Why buy a paper copy of a book if you can get the same information online?
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Online Sample Chapter
When Social Media Meets PR, Communication Unites with Technology
Table of Contents
Foreword by David Armano viii
Introduction: When Social Media Meets PR, Communication Unites with Technology 1
Chapter 1 PR Practice #1: The PR Policymaker 8
Chapter 2 New Practice #2: The Internal Collaboration Generator 23
Chapter 3 New Practice #3: The PR Technology Tester 37
Chapter 4 New Practice #4: The Communications (COMMS) Organizer 54
Chapter 5 New Practice #5: The Pre-Crisis Doctor 71
Chapter 6 New Practice #6: The Relationship Analyzer 87
Chapter 7 New Practice #7: Reputation Task Force Member 103
Chapter 8 New Practice #8: Master of the Metrics 118
Chapter 9 Using Your New PR Practices to Become an Influencer and Change Agent 134
Chapter 10 The Future of PR and Social Media 146
Appendix The Social Media Strategy Wheel 157
Index 160
Sample Pages
Download the sample pages (includes Introduction and Index)
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