9780321510075

Welcome to the world of PR 2.0: a world in which the Internet and public relations fully converge, giving you powerful new ways to engage in meaningful two-way conversations with your key audiences. In PR 2.0, Deirdre Breakenridge reveals how the Web has evolved into thousands of information-sharing communities-and how social networking and other Web 2.0 technologies give you powerful new ways to reach them.

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.

Acknowledgments	p. xiii
About the Author	p. xv
Foreword	p. xvii
Introduction to PR 2.0	p. 1
Are You Ready to Be 2.0 Ready?	p. 2
The Big Bang	p. 4
About This Book	p. 5
The Transition to PR 2.0	p. 11
PR 2.0 Is Here	p. 13
You Can Discover a Better Way	p. 15
Go Ahead, Let the Good Times Roll	p. 17
Your Best and Most Remembered Communications Resources	p. 19
Endnotes	p. 26
Getting Started with 2.0 Research	p. 27
The Best Commitment You'll Ever Make	p. 28
Are You Ready for Research?	p. 30
New Research Methods to Reach the Influencers	p. 32
An Interview with the Cision Experts	p. 33
2.0 Changes for the Better	p. 37
Research with Expert Resources	p. 41
The Internet Meets Your Budgetary Requirements	p. 41
Gurus Need Not Apply Here	p. 42
Find the Right Research Partner	p. 44
What the Experts Have to Say	p. 46
Endnotes	p. 55
Reaching the Wired Media for Better Coverage	p. 57
How Far You Go for the Relationship	p. 58
Give Your Influencers What They Want	p. 59
Help Is on the Way	p. 61
The Human Element Gives You an Edge	p. 62
Resources for Relationships and Better Coverage	p. 63
Better Monitoring for PR 2.0	p. 71
Social Media and What/Who to Monitor	p. 72
Your Advanced Tools for Monitoring	p. 74
Evaluating the Conversations	p. 77
An Expert's Perspective on Blog Monitoring and Measurement	p. 78
A New Direction in PR	p. 85
Interactive Newsrooms: How to Attract the Media	p. 87
You've Got the Basics Covered	p. 87
Newsrooms Serving a Wide Range of Needs	p. 89
Interview with an Expert	p. 90
You Can Manage the Newsroom Yourself	p. 94
The Leaders of Online Newsrooms	p. 95
Online Newsroom Leader #1	p. 95
Online Newsroom Leader #2	p. 97
Online Newsroom Leader #3	p. 98
Endnotes	p. 101
The Social Media News Release: An Overdue Facelift	p. 103
A New Format to Spark Conversations	p. 103
Be Prepared for Social Media	p. 104
Getting Started with Social Media	p. 106
You Don't Have to Be a Web Developer to Create 2.0 Tools	p. 108
When to Rely on the Experts	p. 110
Interview with an Expert	p. 111
Social Media Template: A PR Pro's Opinion	p. 117
Endnotes	p. 120
Social Networking: A Revolution Has Begun	p. 123
The Start of the Revolution	p. 123
Reaching Audiences Through Social Networking	p. 124
The Leaders of Blogging	p. 126
How Does Social Networking Change Your Brand?	p. 128
Identifying Trends in Social Networking	p. 129
Social Networks Go Far Beyond Friendships	p. 130
How to Measure Social Networks-An Expert's Point of View	p. 131
Moving Forward with Social Networking	p. 141
Endnotes	p. 142
RSS Technology: A Really Simple Tool to Broaden Your Reach	p. 143
You Can Cut Through the Clutter	p. 144
Increase Your Marketing Arsenal	p. 145
What It Means to Be in Charge	p. 147
The Pros Take a Stance	p. 148
A Publisher's Point of View	p. 152
Moving Ahead with RSS	p. 159
Video and Audio for Enhanced Web Communications	p. 161
More Than a Fad	p. 161
Web 2.0 Competition Is Heating Up	p. 162
An Expert's Top 10 Reasons to Use Video	p. 163
Lessons from a Thought Leader	p. 167
An Agency's Perspective	p. 174
Using Video/Audio for PR 2.0 Communication Success	p. 182
Endnotes	p. 184
Embracing PR 2.0	p. 185
Social Media: Immerse Yourself and Your Brand	p. 187
Be a Social Media Consumer	p. 187
Rethinking Communication Based on Consumer Behavior	p. 188
Giving Power to the People	p. 191
Get Your Audience in Your Backyard	p. 191
An Expert's Perspective on Social Media Tools	p. 196
Moving Forward Through Understanding and Experience	p. 203
Endnotes	p. 205
The Pro's Use of PR 2.0	p. 207
Social Media for the Start-Up	p. 208
Engaging the Large Corporation	p. 208
The Consultant/Guru's Point of View	p. 211
Best Practices from the Technology Evangelist	p. 213
Q&A with a Social Media Innovator	p. 217
Go Ahead, Get Passionate over Social Media	p. 224
The Mindset of the PR 2.0 Journalist	p. 227
How to Reach PR Greatness	p. 227
Advice from the Influencers	p. 228
Q&A with a Top-Tier Journalist	p. 233
PR 2.0 Means Great PR	p. 240
A PR 2.0 Plan	p. 243
The Best PR 2.0 Planning Approach	p. 243
Creative PR 2.0 Planning and Strategy	p. 244
Adverb Media	p. 244
TOMY International	p. 246
Quality Technology Services	p. 249
ASCO Power Technologies	p. 253
Moving Forward with Your PR 2.0 Planning	p. 256
Endnotes	p. 257
The Future of 2.0	p. 259
The Path to Great PR	p. 261
Your Path to Great Communication	p. 261
You've Come a Long Way	p. 262
PR 2.0 Hot Topics	p. 266
More Expert 2.0 Advice	p. 268
Your Brand and PR 2.0	p. 269
PR Has Changed for the Better	p. 271
Don't Just Go with It-Go for It!	p. 272
Endnotes	p. 274
Index	p. 275
Table of Contents provided by Ingram. All Rights Reserved.

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Introduction Praise forPR 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 fromPR2.0." Maura Mahoney, Senior Director, RCN Metro Optical Networks"P.R. 2.0is 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 ofThe Practice of Public Relationsand coauthor ofIdeaWise Foreword: The Road from PR to PR 2.0 to Public RelationsWelcome to what just may be the greatest evolution in the history of PR.Modern Public Relations was born in the early 1900s, even though history traces the practice back to the 17th century. The term public relations was said to be first documented by U.S. President Thomas Jefferson during his address to Congress in 1807.It wasn't until World War I that we started to see the industry crystallize and spark the evolution of PR as an official profession.Ivy Lee and Edward Bernays are credited with creating and defining the art and science of modern-day PR in the early 1900s. That's almost 100 years ago; and yet, in what I believe to be PR's greatest renaissance, many of their early philosophies and contributions can be sourced to further evolve PR today.Ivy Lee developed the first working press release; you can love him or hate him for it. But, what we can't overlook is that he believed PR was a "two-way street" where communications professionals were responsible for helping companies listen as well as communicate their messages to the people who were important to them.Edward Bernays, who is often referred to as the father of PR, was most certainly its first theorist. A very interesting bit of history is that Bernays is a nephew of Sigmund Freud. Freud's theories about the irrational, unconscious motives that shape human behavior are the inspiration for how Bernays approached public relations.What's absolutely astounding to me is that he viewed public relations as an applied social science influenced by psychology, sociology, and other disciplines to scientifically manage and manipulate the thinking and behavior of an irrational and "herdlike" public.According to Bernays, "Public Relations is a management function which tabulate

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PR 2.0 New Media, New Tools, New Audiences

PR 2.0 New Media, New Tools, New Audiences

0321510070

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