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

“There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.” Seth Godin, Author of Tribes “I am thrilled that there is finally a book about the right way to approach PR in today’s world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.” Tony Hsieh, CEO, Zappos.com “Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention.” Paul Gillin, Author, The New Influencers and Secrets of Social Media Marketing “Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in today’s competitive marketplace.” Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation Breakthrough Web PR 2.0 Strategies and Tactics That Work Forget 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 succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the “public” back into public relations—and earn a new level of results that just wasn’t possible before now. Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You’ll learn 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. Along the way, you’ll learn how to stop being a “publicist” or mere “communicator” and become what your clients or company really need: a genuine enthusiast for whom and what you represent. What’s wrong with PR—and how to fix it Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness Social Media PR—a complete primer Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands Why it’s about sociology and anthropology—not technology Master the art of listening and leverage today’s powerful, emerging micromedia Real PR metrics for the Web 2.0 world Measure the results that really matter--and demonstrate your value as never before

“there Will Be Two Kinds Of Pr Professionals In The Future: Those Who Read This Book And Get With The Program, And The Unemployed. Your Choice.”

seth Godin, Author Of tribes

“i Am Thrilled That There Is Finally A Book About The Right Way To Approach Pr In Today’s World, Where Hyper-connected Conversations Trump The Old School Broadcast Mentality. Everyone Who Wants To Build A Career In Pr Or Marketing Should Read This Book.”

tony Hsieh, Ceo, Zappos.com

“putting The Public Back In Public Relations Is A Passionate And Persuasive Case For Rewriting The Rules Of Public Relations. Authors Solis And Breakenridge Expertly Combine Third-party Perspective With Case Studies And Examples To Paint A Picture Of A Profession On The Brink Of Reinvention.”

paul Gillin, Author, the New Influencers And secrets Of Social Media Marketing

“putting The Public Back In Public Relations Is An Excellent Read. It Is The Right Book At The Right Time, Explaining The Reinvention Of Public Relations At The Hands Of Social Media. A Must Read For Those Innovative Marketers Charged With Creating Differentiation In Today’s Competitive Marketplace.”

trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation

breakthrough Web Pr 2.0 Strategies And Tactics That work

forget 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 Succeed More Powerfully Than Ever Before. This Book Shows How To Reinvent Pr Around Two-way Conversations With Traditional And New Influencers, Bring The “public” Back Into Public Relations—and Earn A New Level Of Results That Just Wasn’t Possible Before Now.

drawing On Their Unparalleled Experience Making Social Media Work For Business, Pr 2.0 Blogger Brian Solis And Industry Leader Deirdre Breakenridge Show How To Transform The Way You Think, Plan, Prioritize, And Deliver Pr Services. You’ll Learn 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.

along The Way, You’ll Learn How To Stop Being A “publicist” Or Mere “communicator” And Become What Your Clients Or Company Really Need: A Genuine Enthusiast For Whom And What You Represent.

what’s Wrong With Pr—and How To Fix It

leverage Social Media And Web 2.0 To Reinvent Pr, Build Meaningful And Valuable Relationships, And Supercharge Its Effectiveness

social Media Pr—a Complete Primer

build Blogger Relationships, Reinvent The Press Release, And Make Social Networks The Hub Of Your Online Brands

why It’s About Sociology And Anthropology—not Technology

master The Art Of Listening And Leverage Today’s Powerful, Emerging Micromedia

real Pr Metrics For The Web 2.0 World

measure The Results That Really Matter—and Demonstrate Your Value As Never Before

"Forget 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." "Learn how to add value in the Web 2.0 world and prove that PR is a valuable resource in your organization. Integrate PR 2.0 strategies into traditional outreach to create best practices for communication. Learn to use the new tools of social networking for building relationships, breaking your news, and shaping brands. Written by two top industry experts who are recognized for their thinking and their work in both PR and technology circles."--Jacket What's wrong with PR? PR 2.0 vs. public relations PR 2.0 in a web 2.0 world Traditional vs. new journalism PR is about relationships The language of new PR Blogger relations Social media releases (SMRS) VNR 2.0 Corporate blogging Technology does not override the social sciences Social networks : the online hub for your brand Micromedia New "marketing" roles Community managers and customer service 2.0 Socialization of communication and service The rules for breaking news A new guide to metrics Convergence : foldng PR 2.0 + PR 1.0 = PR and the communications prism.