Social Media and Public Relations: Eight New Practices for the PR Professional, CourseSmart eTextbook

In this concise, focused, action-oriented book, industry thought leader Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. Breakenridge shows professionals how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today's more sophisticated and socialized customers. Drawing on her extensive experience as a social marketing/PR pioneer, Breakenridge shows how to:

• 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...

Foreword by David Armano     viii
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
Index     160