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.
Table of Contents
Preface: The Socialization of Media and PR 2.0 xvii
Introduction: Social Media = The Reinvention of Public Relations 1
Part I The True Value of New PR
Chapter 1 What’s Wrong with PR? 7
Chapter 2 PR 2.0 vs. Public Relations 23
Chapter 3 PR 2.0 in a Web 2.0 World 37
Chapter 4 Traditional vs. New Journalism 49
Chapter 5 PR Is about Relationships 67
Part II Facilitating Conversations: New Tools and Techniques
Chapter 6 The Language of New PR 83
Chapter 7 Blogger Relations 93
Chapter 8 Social Media Releases (SMRs) 107
Chapter 9 Video News Release (VNR) 2.0 125
Chapter 10 Corporate Blogging 137
Part III Participating in Social Media
Chapter 11 Technology Does Not Override the Social Sciences 153
Chapter 12 Social Networks: The Online Hub for Your Brand 165
Chapter 13 Micromedia 177
Chapter 14 New “Marketing” Roles 187
Part IV PR 2.0: A Promising Future
Chapter 15 Community Managers and Customer Service 2.0 199
Chapter 16 Socialization of Communication and Service 213
Chapter 17 The Rules for Breaking News 231
Chapter 18 A New Guide to Metrics 247
Part V Convergence
Chapter 19 PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations 271
Appendix A The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure 283
Appendix B It’s Alive! 291
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