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PR 2.0: New Media, New Tools, New Audiences Hardcover – April 5, 2008

ISBN-13: 978-0321510075 ISBN-10: 0321510070 Edition: 1st

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Product Details

  • Hardcover: 304 pages
  • Publisher: FT Press; 1 edition (April 5, 2008)
  • Language: English
  • ISBN-10: 0321510070
  • ISBN-13: 978-0321510075
  • Product Dimensions: 6.2 x 1.1 x 9.2 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 3.7 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #1,432,980 in Books (See Top 100 in Books)

Editorial Reviews Review

Wikipedia founder Jimmy Wales on PR 2.0: New Media, New Tools, New Audiences

The new media world of Web 2.0 offers many opportunities and also many dangers for public relations professionals and their clients. This world can seem confusing and counter-intuitive to the newcomer, and a lot of what has worked in traditional media will only cause problems in this space. Finding solid information to get yourself up to speed has been very difficult.

As the founder of Wikipedia, I have been forced to deal many times with clumsy attempts to use new media (Wikipedia in particular), attempts which have often backfired as the client and PR professional end up embarrassed and looking bad. Most of the time, these efforts were well-meaning but misguided. The practitioners just did not understand what to do.

Deirde Breakenridge's PR 2.0: New Media, New Tools, New Audiences is an excellent antidote to these problems. She covers the gamut of new technologies from social networking, blogs, RSS, podcasts, wikis, and more. And she helps the reader to understand the right way to use these tools in an appropriate fashion.

Whether you are a young PR professional just starting out, or an old timer just getting involved in the new media landscape, you will find Breakenridge's book to be a must read.

--Jimmy Wales, Founder of Wikipedia

From the Back Cover

Praise forPR 2.0


“An ‘easy read' filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The ‘Interviews with the Experts' sections were especially useful in helping to highlight how companies have benefited fromPR2.0.

Maura Mahoney, Senior Director, RCN Metro Optical Networks


P.R. 2.0is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn't a book filled with simple tips and tricks--it's an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results.

Jenny Fisher, Director Sales and Marketing Operations, Catalent Pharma Solutions


“Wading through the thicket of expanding Internet tools--from MySpace to Facebook, from Twitter to Flickr--is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harness them? Answer: You buy this book. Deirdre Breakenridge knows the Net--how to measure it, monitor it, and use it to maximize public relations performance. Best of all, she explains it in a style that even a Luddite can comprehend.

Fraser P. Seitel, author ofThe Practice of Public Relationsand coauthor ofIdeaWise


The New Future of Public Relations!


In today's Web 2.0 world, traditional methods of communication won't reach your audiences, much less convince them. Here's the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. InPR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work.


You'll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today's Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive.


Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today's leading PR 2.0 practitioners.


PR 1.0 vs. PR 2.0

Identify the needs of companies and clients, and how to integrate them for greatest effectiveness


Reaching today's crucial wired media

Powerful new strategies for pitching and media distribution


Best uses of traditional PR tactics

Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts


PR 2.0: Making the most of the newest tools

Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond


Social media: Your new 24/7 focus panel

Powerful new ways to capture emerging customer desires and needs



Related Media

Customer Reviews

3.7 out of 5 stars
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Most Helpful Customer Reviews

13 of 16 people found the following review helpful By Jeff Lippincott VINE VOICE on April 20, 2008
Format: Hardcover
I liked this book a lot. It was well written, and well organized. It provides a public relations slant on Web 2.0. The author calls this PR 2.0. Many PR professionals work in the nonprofit sector. And many of those people don't easily accept change. It takes them a while to turn on a computer and use it. Once it is turned on they then have trouble maximizing the computer's potential. In my humble opinion such workers will benefit greatly by getting a copy of this book and reading it.

The author is a marketing consultant with a specialty in PR. After writing this book I suspect her new speciality is PR 2.0. She discusses what is required to go from traditional PR to PR 2.0. She talks about how to embrace PR 2.0 and where the field is going. And I think her book is original enough to justify reading it along with other books I have read dealing with the subject.

I have read and posted book reviews on Amazon for the following books that relate to Web 2.0:

1. The New Influencers (ISBN: 1884956653)
2. Marketing to the Social Web (ISBN: 0470124172
3. Groundswell (ISBN: 9781422125007)
4. The Age of Engage (ISBN: 0979802806)
5. Join the Conversation (ISBN: 9780470137321)
6. Secrets of Successful Blogging System (ISBN: 0978806018)
7. Blogging for Business (ISBN: 1419536451)
8. The Business Podcasting Book (ISBN: 024080967X)
9. Plug Your Business! (ISBN: 0977240622)
10. Marketing in the New Media (ISBN: 1551807319)
11. Make a Fortune Promoting Other People's Stuff Online (ISBN: 0071478132)

To get another author's perspective on the material covered in "PR 2.0" I recommend you consider reading one of the books I have #'d 1-4.
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6 of 7 people found the following review helpful By Book Lover on October 27, 2008
Format: Hardcover
A valid introduction to an emerging area of the field. Nothing wrong here, though it's beginning to feel outdated already. Professionals experienced in this new area will find themselves skimming rapidly through the basic sections, looking somewhat for something new to take away.
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1 of 1 people found the following review helpful By AM van den Hurk on January 19, 2009
Format: Hardcover
I find this book very helpful in explaining social media. It provided helpful and immediate resources. The interviews with industry insiders were insightful. Well worth to have in your professional library.
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More About the Author

Deirdre K. Breakenridge is Chief Executive Officer of Pure Performance Communications, a strategic communications and technology consulting firm in the New York Metro area. A veteran in PR and marketing, Breakenridge has counseled senior-level executives at Fortune 500 companies.

As a five-time published author and entrepreneur, Breakenridge travels worldwide, speaking to corporations and associations on the changing media landscape and the integration of public relations, marketing, and social media. She is an avid blogger at PR 2.0 Strategies and the cofounder of #PRStudChat, a dynamic Twitter community dedicated to educating PR students, professionals, and professors. Her other books include Putting the Public Back in Public Relations; PR 2.0 New Media, New Tools, New Audiences and The New PR Toolkit.

Deirdre's blog is PR 2.0 Strategies at

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