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PR 2.0: New Media, New Tools, New Audiences, CourseSmart eTextbook

By Deirdre K. Breakenridge

Published by FT Press

Published Date: Mar 26, 2008

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PR 2.0 is a combination of social media tools that are available to communications professionals for both large and small brands to use to reach influencers and consumer audiences directly. Social media is a direct-to-consumer approach that allows audiences to drive the communication in their communities. In a Web 2.0 world, where thousands of communities are built, the traditional methods of web communication are not suitable. Web 2.0 technology (everything from podcasts to RSS feeds to blogs) combined with an audience's desire to build and share content has transformed the PR industry. As a result, PR professionals are beginning to incorporate PR 2.0 into their strategy and planning as an effective way to communicate directly to Web 2.0 audiences, to raise awareness and increase overall brand exposure. The book begins by looking at the challenges people are immediately facing, including incorporating all the new tools that are available. The book then goes on to examine ways to think about PR in the new landscape, including setting up an online newsroom, and using visual and social media in releases. The book concludes with how PR professionals need to react in this new environment, and how they should plan for the future.

Table of Contents

Acknowledgments  xiii

About the Author  xv

Foreword by Brian Solis  xvii


Introduction to PR 2.0  1

Section I         The Transition to PR 2.0

Chapter 1        PR 2.0 Is Here  13

Chapter 2        Getting Started with 2.0 Research  27

Chapter 3        Research with Expert Resources  41

Chapter 4        Reaching the Wired Media for Better Coverage  57

Chapter 5        Better Monitoring for PR 2.0  71


Section II        A New Direction in PR

Chapter 6        Interactive Newsrooms: How to Attract the Media  87

Chapter 7        The Social Media News Release: An Overdue Facelift  103

Chapter 8        Social Networking: A Revolution Has Begun  123

Chapter 9        RSS Technology: A Really Simple Tool to Broaden Your Reach  143

Chapter 10      Video and Audio for Enhanced Web Communications  161


Section III       Embracing PR 2.0

Chapter 11      Social Media: Immerse Yourself and Your Brand  187

Chapter 12      The Pro’s Use of PR 2.0  207

Chapter 13      The Mindset of the PR 2.0 Journalist  227

Chapter 14      A PR 2.0 Plan  243


Section IV      The Future of PR 2.0

Chapter 15      The Path to Great PR  261


Index  275

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PR 2.0: New Media, New Tools, New Audiences, CourseSmart eTextbook
Format: Safari Book

$13.99 | ISBN-13: 978-0-13-216116-9