9780137150694

Learn how to add value in the Web 2.0 world and prove that PR is a valuable resource in your organization. bull; Integrate PR 2.0 strategies into traditional outreach to create best practices for communication. bull; Learn to use the new tools of social networking for building relationships, breaking your news, and shaping brands. bull; Written by two top industry experts who are recognized for their thinking and their work in both PR and technology circles.

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.

Foreword	p. xv
Preface The Socialization of Media and PR 2.0	p. xvii
Introduction Social Media = The Reinvention of Public Relations	p. 1
The True Value of New PR
What's Wrong with PR?	p. 7
Challenging the Status Quo	p. 8
PR for PR People	p. 12
Company Executives	p. 15
PR 2.0 vs. Public Relations	p. 23
Good Old Days	p. 23
Skepticism Creeps In	p. 25
How Did We Get Here?	p. 27
Where Are We Going?	p. 30
PR 2.0 in a Web 2.0 World	p. 37
The New Collaborators	p. 37
PR Redux	p. 39
Communicating With, Not To	p. 46
Traditional vs. New Journalism	p. 49
Journalist vs. Blogger	p. 50
Blogosphere Rising	p. 53
And Then Some	p. 64
PR Is about Relationships	p. 67
People Need People	p. 67
PR 2.0 = New Relationship Strategies	p. 69
PR 2.0 All-Stars Collaborate	p. 78
Facilitating Conversations: New Tools and Techniques
The Language of New PR	p. 83
And So It Begins	p. 83
In Each Seat, a Different Person	p. 85
Yeah, but What's in It for Me?	p. 90
Blogger Relations	p. 93
The New Influencers	p. 93
Blogging Is Not Just Blah, Blah, Blah	p. 95
Not Every Blog Is Created Equal	p. 100
One Hot Topic	p. 102
In a Nutshell	p. 103
Social Media Releases (SMRs)	p. 107
The Old Way	p. 107
A New Way	p. 108
Be Part of the (R)evolution	p. 111
Traditional Releases	p. 113
Customer-Focused News Releases	p. 113
SEO Press Releases	p. 114
Social Media Releases	p. 115
The Brand New World of New Releases	p. 122
Video News Release (VNR) 2.0	p. 125
Traditional VNRs	p. 125
VNRs and Social Media	p. 126
Integrate with Other Social Media Strategies	p. 132
What Does All This Mean?	p. 133
Strategies for Creating Successful Video Programs	p. 134
Corporate Blogging	p. 137
Capability vs. Competence	p. 137
False Assumptions	p. 144
Leveraging Blogging in B2B and B2C	p. 145
It's Not about Selling, It's about Dialogue	p. 146
Defining the Path	p. 148
Participating in Social Media
Technology Does Not Override the Social Sciences	p. 153
Modern Communications	p. 154
Don't Fear Change	p. 156
Social Networks Are Not Legos	p. 156
The Proof Is in the Politics	p. 160
Social Networks: The Online Hub for Your Brand	p. 165
The Rise of Social Networks	p. 166
Participation and Visibility	p. 167
Facebook Is a Template, Not a News Release	p. 170
Avoid the Clutter and Build Relationships	p. 174
Micromedia	p. 177
Media Snackers	p. 178
A Closer Look	p. 179
Micromedia Marketing	p. 181
Micromedia-Inspired Macro Influence	p. 182
Lifestreams and Brand Aggregation	p. 183
Micromedia Tools and Services	p. 185
New "Marketing" Roles	p. 187
Socialize to Survive	p. 187
Integrating Social Roles	p. 191
PR 2.0: A Promising Future
Community Managers and Customer Service 2.0	p. 199
Connecting People to the Human Beings Who Define Corporate Brands and Culture	p. 200
PR Evolves into a Service Center	p. 202
Developing a Complementary Inbound and Outbound Communications Program	p. 204
A New Role for a New Generation of Communications	p. 206
Contract Community Managers	p. 209
The Humanization of Marketing Communications	p. 210
Socialization of Communication and Service	p. 213
Lobbying for Change	p. 215
Social Tools for Social Service and Communications	p. 217
You Are the Customer	p. 220
Augmenting Message Broadcasting with Market Value Propositions	p. 221
Reaching Tastemakers	p. 224
Introducing Psychographics to Traditional Demographic Profiling	p. 225
The Rules for Breaking News	p. 231
Influence: Mainstream and Otherwise	p. 231
Blogs Are on the Scene	p. 234
The Beta Test	p. 237
You're Invited	p. 240
Socializing the News Process	p. 241
Beware of Embargoes	p. 242
A New Guide to Metrics	p. 247
New Metrics for PR 2.0	p. 248
Conversation Index	p. 249
Measurement Tools	p. 262
Defining and Measuring Success	p. 264
Convergence
PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations	p. 271
PR and Its Branding Crisis	p. 273
The Future of PR	p. 275
New PR Requires New Roles	p. 278
The Conversation Prism	p. 279
The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure	p. 283
It's Alive!	p. 291
Index	p. 299
Table of Contents provided by Ingram. All Rights Reserved.

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Introduction Introduction Social Media = The Reinvention of Public RelationsPublic Relations as we know it is quickly changing. Many tried-and-true PR strategies that we know and rely on are becoming ineffective and irrelevant. We can no longer trust them to effectively reach and motivate today's influencers.The Web has changed everything. And the Social Web is empowering a new class of authoritative voices that we cannot ignore.This rising group includes (and is being led by) people just like you. User-generated content (UGC) has flipped traditional PR and media on its head, leaving many communications professionals and journalists dazed and confused. They wonder why everything is changing so suddenly, seemingly overnight. However, these changes do not really represent "new" concepts. The "sudden" shift has actually been more than ten years in the making.Social Media and Web 2.0 are altering the entire media landscape, placing the power of influence in the hands of regular people with expertise, opinions, and the drive and passion to share those opinions. This people-powered content evolution augments instead of replaces traditional media and expert influence. And in the process, entirely new layers of top-down and bottom-up influence have been created. These layers dramatically expand the number of information channels (one-to-one, one-to-many, and many-to-many).Traditional influence flowed from a news or information gatherer (for example, a journalist) to his or her audience. Blogs, social networks, online forums, and other forms of Social Media have changed the dynamics of influence. New information is now readily shared among peers. This peer-to-peer sharingin which you, personally, and as a client representative participatenow affords communications professionals the opportunity to reach beyond their "A-list" media when telling their story. We can now also reach the "magic middle," that group of ideal customers who directly reach their peers through Social Media channels. As you'll learn throughout this book, the participant's story replaces the pushed messages of the past, now tailored for specific audiences; Social Media requires that we "share" stories that benefit all those engaged in the process by first learning what they're specifically looking for.Monologue has changed to dialogue, bringing a new era of Public Relations. It's no longer about traditional media and analysts. PR must now also focus on the very people it wants to reach. Everything is changing, and (in our opinion) it's for the better. People are blogging. Journalists are becoming bloggers. The masses are creating and sharing content via social networks.Bloggers are gaining recognition as industry authorities, earning the same (and sometimes more) respect and reach as traditional media (and sometimes surpassing it).PR veterans are suddenly finding themselves searching for guidance and answers as everything they know is changing right before their eyes. A new, hybrid breed of Web-savvy communications professionals is emerging, and companies and agencies are actively seeking these new experts to effectively compete, now and in the future.These highly sought-after New Media

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Putting the Public Back in Public Relations How Social Media Is Reinventing the Aging Business of PR

Putting the Public Back in Public Relations How Social Media Is Reinventing the Aging Business of PR

0137150695

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