- Respond to consumers who demand control over their own brand relationships
- Marry communications with technology far more effectively
- Reflect social media in policies and governance
- Generate greater internal collaboration, eliminating silos once and for all
- Become the organization's go-to source for reliable guidance on social technology
- Listen to consumers' conversations and use the lessons to communicate more successfully
- Build communications crisis plans that can be implemented at a moment's notice
- Develop profound new insights into how consumers construct and perceive their brand relationships
- Practice "reputation management on steroids"
- Go beyond "accepting" metrics to taking the lead with them
- And much more...
Table of Contents
Introduction: When Social Media Meets PR, Communication Unites with Technology 1
Chapter 1 PR Practice #1: The PR Policymaker 8
Chapter 2 New Practice #2: The Internal Collaboration Generator 23
Chapter 3 New Practice #3: The PR Technology Tester 37
Chapter 4 New Practice #4: The Communications (COMMS) Organizer 54
Chapter 5 New Practice #5: The Pre-Crisis Doctor 71
Chapter 6 New Practice #6: The Relationship Analyzer 87
Chapter 7 New Practice #7: Reputation Task Force Member 103
Chapter 8 New Practice #8: 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
Appendix The Social Media Strategy Wheel 157
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$9.49 | ISBN-13: 978-0-13-298323-5