The New PR Toolkit: Strategies for Successful Media Relations [Paperback]

Deirdre Breakenridge (Author), Thomas J. DeLoughry (Author)

Book Description

ISBN-10: 0130090255 | ISBN-13: 978-0130090256 | Publication Date: February 9, 2003 | Edition: 1

The New PR Toolkit delivers proven strategies and tactics for using today's most powerful new online communications tools to strengthen any brand and every stakeholder relationship. Drawing on detailed case studies, the authors offer no-holds-barred assessments and practical guidelines for using e-mail, online newsletters, chat, Web newsrooms, online brand monitoring, and other new tools. Contains a complete blueprint for maximizing the strategic value of communications in your organization.

Editorial Reviews

From the Back Cover

From opt-in newsletters to Internet-based brand monitoring, from Webcasts to self-serve online pressrooms, professional communicators have an extraordinary range of new tools available to them. In The New PR Toolkit, you'll learn exactly how to make the most of these next-generation tools-while avoiding costly mistakes made by others.

Deirdre Breakenridge and Thomas J. DeLoughry review every new communications and marketing tool, answering the crucial questions you face in crafting your own programs: Which techniques work, and when do they work best? Which are proving ineffective? How do you integrate new online tools into your existing communications programs?

Drawing on today's most exciting and important PR work, The New PR Toolkit offers a compelling preview of the future of public relations-and a practical roadmap for becoming a strategic communicator, no matter who you're working with, or what challenges you're up against.

* Understanding your 21st century audience Personalization, customization, results, and rewards: what your stakeholders want now * Next-generation brand communications techniques Using the power of the Internet to defend and strengthen your brand * The intelligent use of e-mail and e-newsletters How to build relationships with important journalists-not sabotage them * The Net as your #1 crisis management tool Practical online strategies for defusing crises-and avoiding them * Avoiding the privacy minefield Achieving your goals without compromising your audience's jealously guarded privacy * The new strategic role of the professional communicator Adding powerful value at the top levels of your organization

Take your PR program to the next level!

• Making the most of today's next-generation PR tools
• What works-and when it works
• New proactive responses to client and brand goals, the media, the experts, and the public
• Effective use of e-mail, online newsletters, Web monitoring tools, and more
• The Internet: your #1 crisis management resource
• Increasing the strategic value of communications throughout your organization

The New PR Toolkit is the first PR guide to deliver proven strategies and tactics for integrating today's most powerful new online tools into a high-impact program for strengthening any brand and every stakeholder relationship.

Reflecting the experiences, successes, and failures of the Internet revolution, Deirdre Breakenridge and Thomas J. DeLoughry present a next-generation blueprint for communications strategy and execution. They draw upon today's most important and creative PR campaigns to offer realistic assessments of every new tool and technique, from "viral" strategies to online chat.

Whether you're a PR pro, marketing or brand manager, executive, or entrepreneur, effective communication is more crucial to your success than ever before. The last few years have changed the rules and raised the bar. This book shows you how to win the game as it's played now-and as it'll be played tomorrow.

About the Author

Deirdre Breakenridge is an author, entrepreneur and CEO of Pure Performance Communications. A 20 + year veteran in PR and marketing, she is the author of five FT Press books including her latest titles, Social Media and Public Relations: Eight New Practices for the PR Professional, Putting the Public Back in Public Relations, and PR 2.0: New Media, New Tools, New Audiences.

Deirdre speaks both nationally and internationally on the topics of PR, social media and marketing. She is a recognized PR blogger at PR 2.0 strategies, and also the co-founder of #PRStudChat, a dynamic twitter chat with PR professionals, educators and students.

 

THOMAS J. DeLOUGHRY is a freelance writer with more than 15 years of experience in journalism. He is a former Executive Editor of Internet World magazine, where he had a front-row seat for the dot-com craze. He began writing about information technology for The Chronicle of Higher Education, a Washington, D.C.-based weekly, in 1987 when the Internet was primarily the domain of professors and researchers. He's also been a Contributing Editor to InternetWeek magazine and has written for several other magazines and newspapers.

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Product Details

• Paperback: 272 pages
• Publisher: FT Press; 1 edition (February 9, 2003)
• Language: English
• ISBN-10: 0130090255
• ISBN-13: 978-0130090256
• Product Dimensions: 9.3 x 6.1 x 0.6 inches
• Shipping Weight: 12.8 ounces (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #1,154,872 in Books (See Top 100 in Books)

More About the Author

Deirdre Breakenridge is President and Executive Director of Communications at PFS Marketwyse, a marketing ommunications agency in New Jersey. A veteran in the PR industry, Deirdre leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic PR campaigns. She counsels senior level executives at companies including ASCO, Hersheys, JVC, KRAFT, and Michael C. Fina.

Deirdre is an adjunct professor at Fairleigh Dickinson University in
Madison, New Jersey, where she teaches courses on Public Relations and Interactive Marketing for the Global Business Management program. She is the author of four Financial Times/Prentice Hall business books: Putting the Public Back in Public Relations, PR 2.0 New Media, New Tools, New Audiences, The New PR Toolkit and Cyberbranding: Brand Building in the Digital Economy.

Deirdre has spoken publicly on the topics of PR, social media communications, digital marketing, and brand building for the Public Relations Society of America (PRSA), Public Relations Institute of Australia (PRIA), The National Association of Broadcasters (NAB), Strategic ResearchInstitute (SRI), Women's Presidents Organization (WPO), Tier1Research, and at a number of colleges and universities. Deirdre is a member of the PRSA and has served on the Board of NJ/PRSA and the New Jersey Advertising Club.

Deirdre's blog is PR 2.0 Strategies at www.deirdrebreakenridge.com.

Customer Reviews

Most Helpful Customer Reviews

10 of 12 people found the following review helpful:

5.0 out of 5 stars Fantastic Tool, August 15, 2003

By A Customer

This review is from: The New PR Toolkit: Strategies for Successful Media Relations (Paperback)

This book is a great tool for those looking to better understand the world of online pr. A step by step approach to maximizing this essential tool in today's fast paced business environment. Provides excellent case studies, blueprints and direction in an informative conversational style. An excellent tool for a college PR course, or professionals looking to get the most out of the web. HIGHLY RECOMMENDED!

4 of 4 people found the following review helpful:

4.0 out of 5 stars Definitely a good toolkit, November 28, 2006

By 

PR BookWorm "self-taught PR Trying to Break i... (New York, NY) - See all my reviews

Amazon Verified Purchase

This review is from: The New PR Toolkit: Strategies for Successful Media Relations (Paperback)

I just started reading this book and currently only on pg 45. The amount of useful information it gave me so far feels like I spent half a semester in class. To be honest, the book is a bit out of date with its sources and WebPages it refers to. But, don't let this fool you, it's still a good read for anyone who is in the beginning stages of their PR careers trying to learn useful media relations techniques necessary for success within the industry.

3.0 out of 5 stars Ok, but very online biased, September 26, 2010

By 

Nicholas Assef "Nicholas Assef" (Australia) - See all my reviews

Amazon Verified Purchase

This review is from: The New PR Toolkit: Strategies for Successful Media Relations (Paperback)

Online is definitely the way of the future, but this book could have presented a little more balanced a picture on the PR landscape. Good as a read, but possibly not the best first book that you should spend money on on the topic.