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

Amazon.com® Reader Reviews (Ranked by Helpfulness)

Average Amazon.com® Rating:  Based on 16 Ratings

It's About the Relationship - 2009-08-19
Reviewer Rating:
In the nature of full transparency, I have to admit I have been waiting for this book for a long time. When I saw Solis and Breakenridge's take on public relations and social media, I was stoked to say the least.

It's not about technology, it's about relationships and people.

This is the underlying theme throughout the book. Social media is only a tool used to interact with people, i.e., `the people formerly known as your audience'.

The first part of the book is dedicated to the history of public relations and the recent paradigm shift in the industry. Don't skim through this section. It's perfect for anyone new to the realm of social media / public relations or anyone who hasn't participated in the conversation until this point. The authors frequently include direct blog posts which provide the reader with a sense of inclusion. A nice touch.

As soon as the reader is caught up to speed, Solis and Breakenridge jump right into the meat of the subject matter.

The authors cover the change in language that has taken place in the PR industry. This language change represents a more important attitude change in regards to participating with the public. This section also includes a somewhat funny chapter on blogger relations. The methods bloggers went to in an effort to stop PR spammers was pretty brutal, yet somewhat funny (example: Robert Scoble listing the email address of PR spammers on his blog).

The real gem of this section revolves around SMRs or Social Media Releases. These interactive press releases (I can barely call them press releases) are changing the way information is disseminated. A rough template is provided supplying the reader with a spring board for their own release ideas. SMRs are the way of the future.

Next, Social Media tools and technologies are addressed and explained for anyone who is late to the game. Again, don't skip this section as the information provided is solid. The authors take this section to hammer in the concept of Relationships and People over Technology (sociology is greater than technology). After reading this section, the reader is left with a solid idea of what social media should and can be.

Finally, the future of Public Relations is discussed and provides actionable steps to properly implement the idea discussed earlier. This section is key for anyone hoping to adopt a social media strategy in their own business or hoping to 'sell' the idea to the larger corporation they work for.

Overall Thoughts:
This book kept me awake for nights on end. It has that motivational quality to it that just makes you want to do your PR job better. The book will get your head spinning with ideas while making you an effective PR 2.0 participant. Solis and Breakenridge have made this book their platform to change the public relations industry. While PR is the focus of this work, anyone participating in the online conversation should take the time to learn from their experience. The book's themes are presented clearly and effectively. Putting the Public Back in Public Relations brings much to the table: it's full of resources for further study and is worth multiple reads.

I recommend this book to anyone who plans on participating in the online conversation. If you are already active in social media and marketing online, you cannot afford to pass over this book. We all have much to learn. With greater participation and interaction, the PR world is prepped for greatness as long as we all keep in mind;

It's about the people!

Everything you wanted to know about Public Relations but were NOT afraid to ask - 2009-07-31
Reviewer Rating:


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 book has a lot to offer to not only established public relations professionals who have been working in the field for years, but for the younger generation of public relations professionals that are just about to enter the workplace in their first job. Future practitioners and professionals need to understand what is the current status of the field and where it will be heading (here is a great post by Brian Solis from his web site PR 2.0 on this very issue). There were several points that I liked about the book - first, it was very thorough in the realm of discussing the impact of social media on the public relations field. If you want to have a book that details you all of the elements of social media and how to use them effectively - this book then is a must-have!

Second, what I do like in the book is that it is very upfront and direct on what public relations professionals need to do. Unlike some PR textbooks where the author may go on and on for pages about something that they could have said in two sentences, both Solis and Breakenridge provide a nice structured frame in their writing with a lot of content for the reader to process and reflect upon. Plus, there are so many topics that are covered in this book that are very hip and relevant to the public relations professional today. From understanding the new language of the new PR to understanding how a social media press release works to looking at where PR will be in the future (PR 2.0 +PR 1.o = Putting the Public back in Public Relations) - it is all very insightful and what a great resource for PR professionals. I do agree with the authors that we as Public Relations professionals need to make sure that we are establishing long-term and effective relationships with our audiences, and we need to be online and use social media to understand it fully.

The only thing that I wished that the authors would have done in this book is to address an issue that is indeed present in regards to social media and public relations - and that is there seems to be a struggle between what the practitioners in public relations feel about social media and how they use it for their daily PR practices, and how the PR academicians and researchers perceive this new form of technology and how they are using this in the classroom. I have definitely seen a huge gap in this area - and for professors, we want to give our students to tools and resources that they will need to be successful in the workplace and at the first job - besides, these are going to be the leaders of the PR field, and it is our obligation to make sure that they know where the field stands in terms of social media and public relations - and what they need to know.

On another note, as a student and future PR professor / researcher - this would be something that I would be interested in looking at specifically. For example, what would be some of the skills that the authors would suggest that are essential for students to have at their first position? What types of class activities / assignments would they recommend professors give their students? Also, what is their perception of the gap between the practitioners in PR and the academic community in regards to social media - is there even a gap, and if there is one - how do we bridge together to become a more integrated field?

So, in summary - I would highly recommend the new book "Putting the Public back in Public Relations" to not only PR practitioners and professors, but also to students (undergraduate and graduate) in Public Relations and Marketing to get a great resource on the latest in social media and PR from two established professionals in the field.

Hope you all are having a great day!

Best Wishes,
School of Advertising and Public Relations
Karen Freberg
Doctoral Student

[...]

University of Tennessee

Specialized overview of social networking - 2009-07-20
Reviewer Rating:
Although changes in the media have always challenged public relations professionals to stay up-to-date, individual PR practitioners' credibility and solid relationships still define their success. This means that tech advocates may be somewhat overstating when they claim that "Social Media" outlets will radically alter public relations, though they certainly add many more tools to the mix. Even if Brian Solis and Deirdre Breakenridge tend to inflate the extent of the digital revolution, their book is helpful and worth reading. You'll have to be comfortable with some Web-jargon to understand their tech-centric thinking, but PR professionals do need to know how to make the most of social media - blogs, social networking sites, "micromedia" and the like - and how to best channel its unquestionable potential and impact. For that purpose, getAbstract recommends this handy overview. In terms of details, its most hands-on, useful section is the appendix of social media links.

Putting the relationship back in PR - 2009-11-16
Reviewer Rating:

Key idea: Public Relations today means attending to relationships. Good PR starts with listening to the desires, needs and pain points of our customers and potential customers. It also starts with an excellent understanding of what our organization can offer to the customer and potential customer. Then, engage in a conversation with the customer and potential customer. This is the crux of what Brian Solis has called PR 2.0.

Ah-has for me:

Solis draws a distinction between "PR 2.0 and "Web 2.0." In fact, he says his PR 2.0 predates the advent of social media. He wants PR practitioners to think first of the relationship, then choose the tactics that are helpful to that relationship.
The truly excellent thing about Web 2.0 is that it unearths conversations we haven't heard before -- or that we had to spend a lot of money to hear. Think of Twitter, blogs, Facebook, etc. as free focus groups.
While it's great to land your company in one of the top-ranked blogs, your bread and butter is the "magic middle" of the blogosphere -- those in the middle of the bell curve who as a group have influence over vast numbers of readers who trust them.
We have to get away from using the terms "messages," "audiences" and "users." Think, instead, of conversations with customers.
Measurement of success can include "number of conversations."

Favorite quotes:

Don't speak in messages. Instead, spark conversations based on the unique requirements of each market segment and the people within them.
The ideal PR professional of the twenty-first century is not only a market expert, but also an informed, socially adept conversationalist -- and we all know, or should know, that listeners make the best conversationalists.
PR is evolving into a hybrid of communications, evangelism, and Web marketing, strung together by the teachings and benefits of sociology, anthropology and psychology.
You must realize that the metrics for transforming one person into an evangelist far outweigh the resources required to repeatedly throw spaghetti on the wall in hopes that it just might stick.
What I liked: Parts II and III. Lots of specific advice on converting our old PR practices into PR 2.0 ways. I recommend the first chapter of Part III to those of you who are intimidated by the new media and despair at ever getting a handle on it. The authors do a great job putting it in perspective.

What I didn't like: Awful wordy. I love Brian's blog posts, even though they always are the longest ones in my feed. The book is loquacious on a grander scale. If you are a reader of Brian's blog, I recommend speed-reading through Par I to get to the good stuff.

Kindle review: This is pretty good for Kindle, even though some of the extended quotes do not render well. On the upside, I now have all my highlights accessible online and on my Kindle.

A New Era for Public Relations - 2009-10-09
Reviewer Rating:
Authors Solis and Breakenridge have compiled a very handy guide to lead the way for a new era of public relations strategy. Indeed, putting the "public" back in "PR" epitomizes a new paradigm for getting any marketing message out in the most effective manner. The old school methodology is no longer going to work. Thanks to such social networks as Twitter and Facebook, it's possible to actively engage like minded people in "real time" doses of information, in a way that's more personal, and more effective.

People simply want to be actively engaged in the entire marketing process; they don't want to be fed a bundle of information, with no feedback or personal intervention. The new format is more dynamic and relevent. Rather than passing along generic messages about a product or service, the smart marketer knows that engaging possible clients in an active discussion about what the company has to offer ensures a better relationship than ever possible; likewise, failure to handle this properly will lead to an inevitable failed initiative.

I recall seeing an interesting "tweet" some time ago on that 140 character limit site, Twitter. The observation was both humorous and accurate: "Twitter is like a PR firm on steroids!" That's a valid point; and one we should all embrace when planning any sort of public relations strategy in this new era of social media.

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