From the Back Cover
“There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.
Seth Godin, Author ofTribes
“I am thrilled that there is finally a book about the right way to approach PR in today's world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.
Tony Hsieh, CEO, Zappos.com
“Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention.
Paul Gillin, Author,The New InfluencersandSecrets of Social Media Marketing
“Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in today's competitive marketplace.
Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation
Breakthrough Web PR 2.0 Strategies and Tactics ThatWork
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 succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the “public back into public relations—and earn a new level of results that just wasn't possible before now.
Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn 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.
Along the way, you'll learn how to stop being a “publicist or mere “communicator and become what your clients or company really need: a genuine enthusiast for whom and what you represent.
What's wrong with PR—and how to fix it
Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness
Social Media PR—a complete primer
Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands
Why it's about sociology and anthropology—not technology
Master the art of listening and leverage today's powerful, emerging micromedia
Real PR metrics for the Web 2.0 world
Measure the results that really matter--and demonstrate your value as never before
About the Author
Brian Solis is Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley. One of the original thought leaders who paved the way for Social Media and PR 2.0, Solis cofounded the Social Media Club and is a founding member of the Media 2.0 Workgroup. He currently blogs about the evolution and future of PR and marketing at PR 2.0 (www.briansolis.com), which is considered one of the most influential marketing blogs in the world.
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.