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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
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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.
More About the AuthorsDiscover books, learn about writers, read author blogs, and more.
Top Customer Reviews
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
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.Read more ›
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.
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!Read more ›
Most Recent Customer Reviews
If you want to learn a little more about public relations in the business world, here is one of the books to read.Published 11 days ago by Ashley
very complicated to read. hardly any illustrations. too sophisticated narrative.Published 11 months ago by alyssa
I have assigned this book to my class at NYU SCPS. It's a very right now overview of where PR is today. It's extremely helpful and a great read!Published 19 months ago by Peg
There is only one dirty place on some page. In whole condition of this book is really good for a used book. Thanks!Published on July 9, 2013 by Danny
The content of this book is fine. But without page numbers that correspond to printed page numbers there is no way to properly cite the work for academic purposes. Read morePublished on April 4, 2013 by Scott Miller
The book was great and was in wonderful condition when I received it. I would recommend this to anyone that is in the marketing and communications field. Read morePublished on November 18, 2012 by Eva Adamson
I was really glad that I can get and read this book. It discusses the new influence of PR unlike others only discussed case by case. Read morePublished on August 12, 2012 by Bendvens
>>>...Social Media & Web 2.0 offers an unprecedented Opportunity to make PR succeed more powerfully than ever before!!!..."Putting the Public Back in Public Relations:... Read morePublished on December 30, 2011 by Michael GreenGold