Adobe Press
HomeFree TrialSubscribe Now Subscriber Login
Search

Advanced Search
Table of Contents
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
BOOK:
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
Go to Page:  of 298
Browse by Category
Business
Certification
Computer Science
Databases
Desktop Publishing
Desktop Applications
E-Business
E-Commerce
Enterprise Computing
Graphics
Human-Computer Interaction
Hardware
Internet/Online
IT Management
Markup Languages
Multimedia
Networking
Operating Systems
Programming
Research
Security
Software Engineering
View All Titles >
 
 
Hide Left Column
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR - Graphically Rich Book
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
by Brian Solis; Deirdre Breakenridge
Publisher: FT Press
Pub Date: February 19, 2009
Print ISBN-10: 0-13-715069-5
Print ISBN-13: 978-0-13-715069-4
Web ISBN-10: 0-13-701124-5
Web ISBN-13: 978-0-13-701124-7
Pages: 352
Slots: 1.0
Start Reading
Buy Print Version
Table of Contents
 • Index
Overview

This is the Safari online edition of the printed book.

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 the product 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

 
Editorial Reviews
Product Description
"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
 
Other Readers Also Read
Top Sellers in This Category
Browse Similar Topics
Top Level Categories:Sub-Categories:
   
Reader Reviews From Amazon (Ranked by 'Helpfulness')
Average Customer Rating:based on 10 reviews.
Packed Full of Actionable, Valuable Information, 2009-06-13
Reviewer rating:
Putting the Public Back in Public Relations is an important book that both documents how social media has changed the PR game and what you need to do to survive and thrive in this new world. This new world, where the consumer has a voice and the media layer that used to insulate brands from consumers has been ripped away - brands, marketers, public relations firms and professionals need to rethink "business as usual" in order to meet the demands of their customers.

This book is the guide for you if you manage a brand, run or work at a PR firm, are a marketer, community manager, work at an advertising agency or are an executive trying to make sense of this new world where consumers have a voice and a vehicle to spread messages about your company (positive and negative) very quickly with little effort.

The title could easily have been Putting the Relations back in Public Relations as well as the authors rightfully advocate for more and improved relationships with consumers, influencers and media instead of the tired tactics of press release spam and other old-world, big-brand public relations strategy.

If you're looking for a clear analysis of what has changed in public relations and what it means to brands, as well as a detailed strategy guide to how you can improve your public relations and adapt to meet the new demands of the information marketplace, this book is for you.
2 Levels above "one of the best books I have read", 2009-05-27
Reviewer rating:
This book IS NOT just for those who work in PR. This is for everyone who wants to engage with real people in the social web. I thought I knew a lot until I read chapter 11; where Brian and Deidre bridge the gap between technology and sociology.

This book is indeed the text book for consumer engagement and should be read in every level of the organization.


My favorite part of the book was Appendix B where the authors include a grid of URLs and short explanations for each., 2009-05-06
Reviewer rating:

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 (19)

0.1 -The socialization of media & PR 2.0
0.2 -Introduction: Social media is the reinvention of public relations
1. What's wrong with PR?
2. PR 2.0 versus public relations
3. PR 2.0 in a Web 2.0 world
4. Traditional versus new journalism
5. PR is about relationships
6. The language of new PR
7. Blogger relations
8. Social media releases (SMRs)
9. Video news releases (VNR) 2.0
10. Corporate blogging
11. Technology does not override the social sciences
12. Social networks: The online hub for your brand
13. Micromedia
14. New "marketing" roles
15. Community managers & customer service 2.0
16. Socialization of communication & service
17. The rules for breaking news
18. A new guide to metrics
19. PR 2.0 & PR 1.0 equals putting the public back in PR
A. The SEC & the importance of recognizing corporate blogs as public disclosure
B. It's alive! A roadmap to the social media dynamic landscape

I did not see a chapter on Investor Relations (IR). And since we all know that is ALL about public relations in large companies I viewed that as a gap, hole or deficiency in the book. I don't consider it to be something that can easily be merged into the topic of "corporate blogging." This is especially true after the authors included Appendix A regarding SEC regulations.

My favorite part of the book was Appendix B where the authors include a grid of URLs and short explanations for each. I found it to be a wonderful crib sheet or toolkit for an SMM professional to use when building his or her marketing and PR game plans. 4 stars!
Opens your eyes to a whole new way to communicate, 2009-05-05
Reviewer rating:
Anybody who thinks PR is strictly for large companies, their expensive agencies and traditional methods of communicating messages through mainstream media needs to read this book. If "Putting the Public Back" makes one things clear, it's that with social media as pervasive as it is, businesses of all shapes and sizes not only have direct access to their consumers, but a responsibility to communicate with them on a one-to-one basis.

I didn't take from this book that PR 2.0 is a replacement for traditional methods, but rather is an additional means of communications that's too powerful to be ignored. Consumers are practically standing on companies' doorsteps in their search for information, and Breakenridge and Solis lay out a cohesive game plan for how to find where the most appropriate conversations are taking place (about your brand and issues your brand cares about), and how to effectively engage those consumers in a way that will gain attention and increase brand visibility.
Great Book that Answers Questions and gets the Right People Up to Speed Quickly, 2009-04-30
Reviewer rating:
For those PR companies and executives that are still strictly "Traditional" - this is the book for you. "Putting the Public Back in Public Relations..." is a primer on how to connect your clients in this new "social" environment, from two of the best in the industry.

There are no more excuses - read this book today and make sure everyone on your staff gets a copy.
 
Some information above was provided using data from Amazon.com. View at Amazon >
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR - Graphically Rich Book
Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
by Brian Solis; Deirdre Breakenridge
Publisher: FT Press
Pub Date: February 19, 2009
Print ISBN-10: 0-13-715069-5
Print ISBN-13: 978-0-13-715069-4
Web ISBN-10: 0-13-701124-5
Web ISBN-13: 978-0-13-701124-7
Pages: 352
Slots: 1.0
Start Reading
Buy Print Version
Table of Contents
 • Index
URL http://my.safaribooksonline.com/9780137011247
© 2009 Safari Books Online. All rights reserved.