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Putting the Public Back in Public Relations


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Table of Contents

Foreword by Guy Kawasaki xv

Preface: The Socialization of Media and PR 2.0 xviiIntroduction: Social Media = The Reinvention of Public Relations 1 Part I The True Value of New PRChapter 1 What's Wrong with PR? 7Chapter 2 PR 2.0 vs. Public Relations 23Chapter 3 PR 2.0 in a Web 2.0 World 37Chapter 4 Traditional vs. New Journalism 49Chapter 5 PR Is about Relationships 67 Part II Facilitating Conversations: New Tools and TechniquesChapter 6 The Language of New PR 83Chapter 7 Blogger Relations 93Chapter 8 Social Media Releases (SMRs) 107Chapter 9 Video News Release (VNR) 2.0 125Chapter 10 Corporate Blogging 137 Part III Participating in Social MediaChapter 11 Technology Does Not Override the Social Sciences 153Chapter 12 Social Networks: The Online Hub for Your Brand 165Chapter 13 Micromedia 177Chapter 14 New "Marketing" Roles 187 Part IV PR 2.0: A Promising FutureChapter 15 Community Managers and Customer Service 2.0 199Chapter 16 Socialization of Communication and Service 213Chapter 17 The Rules for Breaking News 231Chapter 18 A New Guide to Metrics 247 Part V ConvergenceChapter 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 283Appendix B It's Alive! 291 Index 299

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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.

About the Author

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 an author, entrepreneur and CEO of Pure Performance Communications. A 20 + year veteran in PR and marketing, she is the author of five FT Press books including her latest titles, Social Media and Public Relations: Eight New Practices for the PR Professional, Putting the Public Back in Public Relations, and PR 2.0: New Media, New Tools, New Audiences.Deirdre speaks both nationally and internationally on the topics of PR, social media and marketing. She is a recognized PR blogger at PR 2.0 strategies, and also the co-founder of #PRStudChat, a dynamic twitter chat with PR professionals, educators and students.

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