Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PRForget 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 work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the "public" back into public relations and get results that traditional PR people can only dream about. Drawing on their unparalleled experience making Social Media work for business, PR 2.0.com's Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn powerful 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. Best of all, you won't just learn how to add value in the Web 2.0 world: You'll learn how to prove how new, intelligent, and socially rooted PR will transform your organization into a proactive, participatory communication powerhouse that is in touch and informed with its community of stakeholders. |
Contents
PR 2 0 in a Web 2 0 World | |
Traditional vs New Journalism | |
PR Is about Relationships | |
New Tools and Techniques | |
Blogger Relations | |
Micromedia | |
New Marketing Roles | |
A Promising Future | |
Socialization of Communication and Service | |
You Are the Customer | |
Reaching Tastemakers | |
The Rules for Breaking News | |
A New Guide to Metrics | |
Social Media Releases SMRs | |
Video News Release VNR 2 0 | |
Corporate Blogging | |
Participating in Social Media | |
The Online Hub for Your Brand | |
Convergence | |
Appendix A The SEC and the Importance of Recognizing | |
Appendix B Its Alive | |
Index | |