This is the Safari online edition of the printed book.

Praise for PR 2.0

“An ‘easy read’ filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The ‘Interviews with the Experts’ sections were especially useful in helping to highlight how companies have benefited from PR2.0.”

Maura Mahoney, Senior Director, RCN Metro Optical Networks

“P.R. 2.0 is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn’t a book filled with simple tips and tricks--it’s an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results.”

Jenny Fisher, Director Sales and Marketing Operations, Catalent Pharma Solutions

“Wading through the thicket of expanding Internet tools--from MySpace to Facebook, from Twitter to Flickr--is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harness them? Answer: You buy this book. Deirdre Breakenridge knows the Net--how to measure it, monitor it, and use it to maximize public relations performance. Best of all, she explains it in a style that even a Luddite can comprehend.”

Fraser P. Seitel, author of The Practice of Public Relations and coauthor of IdeaWise

The New Future of Public Relations!

In today’s Web 2.0 world, traditional methods of communication won’t reach your audiences, much less convince them. Here’s the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. In PR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work.

You’ll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today’s Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive.

Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today’s leading PR 2.0 practitioners.

PR 1.0 vs. PR 2.0

Identify the needs of companies and clients, and how to integrate them for greatest effectiveness

Reaching today’s crucial wired media

Powerful new strategies for pitching and media distribution

Best uses of traditional PR tactics

Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts

PR 2.0: Making the most of the newest tools

Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond

Social media: Your new 24/7 focus panel

Powerful new ways to capture emerging customer desires and needs

Amazon.com® Reader Reviews (Ranked by Helpfulness)

Average Amazon.com® Rating:  Based on 7 Ratings

OK for beginners. Not much for the experienced. - 2008-10-27
Reviewer Rating:
A valid introduction to an emerging area of the field. Nothing wrong here, though it's beginning to feel outdated already. Professionals experienced in this new area will find themselves skimming rapidly through the basic sections, looking somewhat for something new to take away.

I look Forward - 2009-09-03
Reviewer Rating:
As a PR Professional, I am looking forward to broadening my skill set, by looking at various perspectives of what I do each day. Thus far, PR 2.0 is giving me just that.

Worth Reading - 2009-01-19
Reviewer Rating:
I find this book very helpful in explaining social media. It provided helpful and immediate resources. The interviews with industry insiders were insightful. Well worth to have in your professional library.

A great starter for the PR pro or general marketer - 2008-12-12
Reviewer Rating:
This book is directed mostly to the PR professional. It tells the reader how to deal with journalists in the new media world. This information, however, can be applied to most business owners and managers as well as PR pros.

While the book only touches on topics, such as using RSS among other things, it gives the reader a very extensive introduction to Web 2.0 and its importance in marketing today. A deeper discussion of the topics for the general reader can be found in "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly."


If you want to take your marketing to the next level, you need this book. If you're a PR pro and don't already have this information, you should start immersing yourself in it because it's not the future --- it's here now. And it's how business is being done.

I highly recommend this book.

- Susanna K. Hutcheson

PR Has Changed, Have You? - 2008-12-09
Reviewer Rating:
Public Relations professionals know the Internet "changed all the rules," and provided more ways to reach audiences than ever before. The PR professionals who know how to reach that audience and effectively use the tools available on the Internet are the ones who will thrive and get new clients. In PR 2.0, PR professor and new media pro Deidre Breakenridge (The New PR Toolkit and Cyberbranding: Brand Building in the Digital Economy) takes readers step by step into the next stage of Public Relations.

Well-organized and thorough, PR 2.0 starts with explaining the new paradigm and how to transition in, explaining new tools and new terminology. Next, Breakenridge details how to mesh PR basics with PR 2.0 to build a PR campaign using the best of both worlds. From interactive press rooms to social media, from social networking to RSS feeds, readers learn how to use the Internet and all it has to offer to their clients' Public Relations advantage.

Although the Internet is ever-evolving, PR 2.0 gives readers enough information to evaluate new tools and products and determine if they should become part of their PR arsenal. PR 2.0 is an essential guide for people with PR background who want to learn what new Internet tools are out there and how to use them.

Reviewed by: Jamie Engle

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