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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Hardcover – March 1, 2009

ISBN-13: 978-0137150694 ISBN-10: 0137150695 Edition: 1st

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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR + Social Media and Public Relations: Eight New Practices for the PR Professional + Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies
Price for all three: $49.00

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Product Details

  • Hardcover: 352 pages
  • Publisher: FT Press; 1 edition (March 1, 2009)
  • Language: English
  • ISBN-10: 0137150695
  • ISBN-13: 978-0137150694
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 1.2 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (31 customer reviews)
  • Amazon Best Sellers Rank: #501,543 in Books (See Top 100 in Books)

Editorial Reviews

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.

 


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Customer Reviews

The authors do a great job putting it in perspective.
Steve Krizman
With those changes afoot, this book offers a 360 degree view in 5 parts for PR professionals to begin participating vs pushing with customers vs users.
Lee Odden
The book that I am talking about is "Putting the Public Back in Public Relations" by Brian Solis and Deirdre Breakenridge.
K. Freberg

Most Helpful Customer Reviews

Format: Hardcover
Not a bad book. I thought it read pretty well. It's full length, has some good content, and is current as far as I could see when it comes to the topic of social media MARKETING (SMM). And it presents SMM from the slant of a competent up-to-date public relations professional. If you are a public relations professional and have not yet crawled out of the Dark Ages and become computer literate, then I highly recommend you give this book a read. But for the rest of us who have been following SMM (whether we are public relations specialists or not), then I didn't really see much new covered or included in this tome. As a result I am going to drop my star rating for it down a notch. The book is broken into the following 5 parts and 19 chapters:

Part I. The true value of new PR (1-5)
Part II. Facilitating conversations: New tools & techniques (6-10)
Part III. Participating in social media (11-14)
Part IV. PR 2.0: A promising future (15-18)
Part V. Convergence (19)

0.1 -The socialization of media & PR 2.0
0.2 -Introduction: Social media is the reinvention of public relations
1. What's wrong with PR?
2. PR 2.0 versus public relations
3. PR 2.0 in a Web 2.0 world
4. Traditional versus new journalism
5. PR is about relationships
6. The language of new PR
7. Blogger relations
8. Social media releases (SMRs)
9. Video news releases (VNR) 2.0
10. Corporate blogging
11. Technology does not override the social sciences
12. Social networks: The online hub for your brand
13. Micromedia
14. New "marketing" roles
15. Community managers & customer service 2.0
16. Socialization of communication & service
17. The rules for breaking news
18. A new guide to metrics
19. PR 2.0 & PR 1.
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7 of 7 people found the following review helpful By Kensington on July 13, 2009
Format: Hardcover
Finally a PR book that doesn't suck! In fact, it's jam-packed with actual, tactical things you can do for your client TODAY, to start mattering in social universe. Too many PR books get bogged down by all theory (fluff) and no substance (meat). While this book does perhaps repeat one too many times the whole "we're no longer talking at people, but rather engaging in a conversation" mantra, it is by far the most useful PR book I've ever read. I won't read any PR book that is more than a year old and w/ a publishing date of March 2009, everything still seems relevant (today, anyway). Great read Brian.
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5 of 5 people found the following review helpful By K. M. Abrams on December 15, 2010
Format: Hardcover
If you don't read this book word-for-word, cover-to-cover, you can probably still walk away with full absorption of the main points. I used this as a supplemental textbook in a PR Campaign Planning course at a major university, and I and the students found it quite repetitive. This resulted in them being bored with the book. The ideas and proposed new language of PR are inspiring, as other reviewers have commented, but are they realistic? We should definitely keep ideals at the forefront of our thoughts if we intend to stay relevant to clients and audiences (I mean, ..."people").

While inspiring to my students, they did not try any of the identified strategies in the book. I'm not sure if it was over their heads or if they prefer using "intuition" above book-prescribed examples. I personally found the examples and recommendations easy to put to use, which is why I thought my students would.

The book did guide an in-depth philosophical discussion that got them thinking how to use social media as a professional versus personally. A lot of students have difficulty making the leap from person to professional use, so I think the book helped there.
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4 of 4 people found the following review helpful By K. Freberg on July 30, 2009
Format: Hardcover Verified Purchase
In the course of taking public relations classes for about seven years now - from my first Introduction to Public Relations course at the University of Florida to going on for my Masters in Strategic Public Relations at USC, to now taking PR Strategies, Crisis Communications, and PR Management (Theory) at the University of Tennessee. In every class, we would of course be using a classic PR textbook, or we would have to buy the course packet of readings that the professor felt was more appropriate for the class.

However, I came across a public relations book a few days ago that is both refreshing and enlightening that offers strategic insights into the field, discusses real world cases and issues that public relations professionals are dealing with in this changing business economy, and where PR as a profession is going to the future. The book that I am talking about is "Putting the Public Back in Public Relations" by Brian Solis and Deirdre Breakenridge.

The book has a lot to offer to not only established public relations professionals who have been working in the field for years, but for the younger generation of public relations professionals that are just about to enter the workplace in their first job. Future practitioners and professionals need to understand what is the current status of the field and where it will be heading (here is a great post by Brian Solis from his web site PR 2.0 on this very issue). There were several points that I liked about the book - first, it was very thorough in the realm of discussing the impact of social media on the public relations field. If you want to have a book that details you all of the elements of social media and how to use them effectively - this book then is a must-have!
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