Social Media and Public Relations: Eight New Practices for the PR Professional

Front Cover
Pearson Education, 2012 - Business & Economics - 166 pages
5 Reviews
In Social Media and Public Relations, PR veteran Deirdre K. Breakenridge presents focused, actionable best practices for every PR pro, marketer, and strategist: the eight social media skills and mindless most tightly linked to success right now. Drawing on her unsurpassed experience counseling Fortune 500 companies and other top organizations, Breakenridge show exactly how to engage today's sophisticated, socialized customers. This concise, fast-paced book reveals how to integrate social media and PR with other key business function. Breakenridge helps you:
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*Expand your strategic role: Become the go-to social expert
*Develop, coordinate, and curate content from all your sources
*Demolish silos and generate deep internal collaboration
*Systematically map your audiences'' connections
*Listen and respond to customers accurately, transparently, and immediately
*Practice 'reputation management on steroids'
*Don't just 'tolerate' metrics; Drive them
Foreword by David Armano, EVP of Global Innovation & Integration for Edelman Digital, and author of the Logic + Emotion blog
'The desire to be strategic about social media and PR is no longer enough-these days you must first master the eight new PR practices laid out by Breakenridge. If you want to sit at the social strategy table, then read this book. Better yet, make sure you share it!' Charlene Li, author of Open Leadership and Groundswell, Founder of Altimeter Group
  

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Review: Social Media and Public Relations: Eight New Practices for the PR Professional

User Review  - Janet - Goodreads

Less of a tactics cookbook, more of a career guide for pr pros who want to transition into social media strategy or management. Some useful tactical insights sprinkled throughout, nonetheless, and much more useful/interesting/readable than similar books on the topic. Read full review

Review: Social Media and Public Relations: Eight New Practices for the PR Professional

User Review  - Lex - Goodreads

This book is good for social media newbies. However, for those already sitting at the social media strategy table, you might want to skip this book. Read full review

Contents

When Social Media Meets PR Communication Unites with Technology
1
The PR Policymaker
8
The Internal Collaboration Generator
23
The PR Technology Tester
37
The Communications COMMS Organizer
54
The PreCrisis Doctor
71
The Relationship Analyzer
87
The Reputation Task Force Member
103
The Master of the Metrics
118
Chapter 9 Using Your New PR Practices to Become an Influencer and Change Agent
134
Chapter 10 The Future of PR and Social Media
146
The Social Media Strategy Wheel
157
Index
160
Copyright

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About the author (2012)

Deirdre K. Breakenridge is Chief Executive Officer of Pure Performance Communications, a strategic communications and technology consulting firm in the New York Metro area. A 20+ year veteran in PR and marketing, Breakenridge has counseled senior-level executives at Fortune 500 companies.

As a five-time published author and entrepreneur, Breakenridge travels worldwide, speaking to corporations and associations on the changing media landscape and the integration of public relations, marketing, and social media. She is an avid blogger at PR 2.0 Strategies and the cofounder of #PRStudChat, a dynamic Twitter community dedicated to educating PR practitioners, students, and educators. Her other books include Putting the Public Back in Public Relations; PR 2.0 New Media, New Tools, New Audiences ; and The New PR Toolkit .


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