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Social Media and Public Relations: Eight New Practices for the PR Professional [Paperback]

by Deirdre K. Breakenridge
4.2 out of 5 stars  See all reviews (19 customer reviews)

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Book Description

April 27, 2012 0132983214 978-0132983211 1
In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships… marry communications with technology more effectively, and become your organization’s go-to resource on social technology decisions… reflect social media realities throughout your policies and governance… generate greater internal collaboration, eliminating silos once and for all… listen to consumers’ conversations, and apply what you’re learning… build communications crisis plans you can implement at a moment’s notice… develop profound new insights into how consumers construct and perceive their brand relationships.,. practice “reputation management on steroids”… take the lead on identifying and applying metrics… and much more. For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.

Frequently Bought Together

Social Media and Public Relations: Eight New Practices for the PR Professional + Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR + Groundswell, Expanded and Revised Edition: Winning in a World Transformed by Social Technologies
Price for all three: $44.36

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Editorial Reviews

From the Back Cover

Foreword by David Armano, EVP of Global Innovation & Integration for Edelman Digital, and author of the Logic + Emotion blog

“The desire to be strategic about social media and PR is no longer enough--these days you must first master the eight new PR practices laid out by Breakenridge. If you want to sit at the social media strategy table, then read this book. Better yet, make sure you share it!”
--Charlene Li, author of Open Leadership and Groundswell, Founder of Altimeter Group

“Never before has a book explained how PR is evolving like Deirdre Breakenridge’s Social Media and Public Relations: Eight New Practices for the PR Professional. The industry is in turmoil, as the digital era begins to settle and PR is looking for a home among marketing, content, and social media. Breakenridge breaks down eight areas to focus on for both career and business growth, including research, reputation, collaboration, and most importantly, measurement. It’s a must-read for any PR practitioner, no matter level or expertise.”
--Gini Dietrich, CEO of Arment Dietrich, Inc., founder of Spin Sucks Pro, author of Spin Sucks, and coauthor of Marketing in the Round

“I believe that any organization with strong values can succeed in social, and the book Social Media and Public Relations explains how in thoughtful (and necessary) detail. Anyone who tells you social is easy has not done their homework, and understanding the wealth of information in this book will keep them from failing the final exam.”
--George Faulkner, Social Brand Engagement Program, IBM

In Social Media and Public Relations , PR veteran Deirdre K. Breakenridge presents focused, actionable best practices for every PR pro, marketer, and strategist: the eight social media skills and mindsets most tightly linked to success right now. Drawing on her unsurpassed experience counseling Fortune 500 companies and other top organizations, Breakenridge shows exactly how to engage today’s sophisticated, socialized customers. This concise, fast-paced book reveals how to integrate social media and PR with other key business functions. Breakenridge helps you:

•    Expand your strategic role: Become the go-to social expert
•    Develop, coordinate, and curate content from all your sources
•    Demolish silos and generate deep internal collaboration
•    Systematically map your audiences’ connections
•    Listen and respond to customers accurately, transparently, and immediately
•    Practice “reputation management on steroids”
•    Don’t just “tolerate” metrics: Drive them
•    Avoid disaster: Build proactive crisis prevention plans that work

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 20+ year 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 practitioners, students, and educators. 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 .



Product Details

  • Paperback: 176 pages
  • Publisher: Pearson FT Press; 1 edition (April 27, 2012)
  • Language: English
  • ISBN-10: 0132983214
  • ISBN-13: 978-0132983211
  • Product Dimensions: 8.8 x 6 x 0.5 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (19 customer reviews)
  • Amazon Best Sellers Rank: #37,177 in Books (See Top 100 in Books)

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 www.deirdrebreakenridge.com.

Customer Reviews

Most Helpful Customer Reviews
11 of 11 people found the following review helpful
3.0 out of 5 stars A Textbook for PR / Marketing Students July 4, 2012
Format:Paperback|Vine Customer Review of Free Product (What's this?)
I think the most important thing to realize about Social Media and Public Relations by Ms. Breakenridge is that it is specifically meant for people in the PR / Marketing field who are looking at their social networking job options. The book lays out eight types of jobs that deal with PR, Marketing, and social media. It gives details on each job so those heading out into the job force can think about their options. It's not meant as a primer on social media.

The book is broken out into eight sections, one for each job category, and describes what traits and skills are necessary for that type of job. For example, one category is crisis management. The chapter discusses how social media can be used to handle a crisis and techniques that work or don't work.

As you might guess, most of the information is most applicable to a fairly large company. A small one-owner website probably doesn't have to worry about developing a social media policy and having a dedicated person handle that. Still, there are tips in here that anybody can use. PR is no longer about top-down one-way communication. It's a communication between a company and its stakeholders. Change is the new constant. You have to repeat any message 6-7 times before it sinks in with listeners.

Much of my issue with this book has to do with its layout, and with some of its content. Let's start with the layout, since that should have been fixed by the publishers and it's hard to fault the author for that.

The author includes a "Social Media Strategy Wheel" graphic early in the book with no explanation at all. The wheel has multiple layers on it. The innermost core is Research. The first layer around that is Objectives, Goals, Budget, and Audience Profile.
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1 of 1 people found the following review helpful
1.0 out of 5 stars Superficial and states the obvious March 7, 2013
Format:Paperback|Verified Purchase
The book has *gems* like the following: Crisis management is important; metrics matter; relationships matter. Stop the press! I'm sorry to say that this book is a waste of money. Don't buy it.
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3 of 4 people found the following review helpful
4.0 out of 5 stars States the obvious November 20, 2012
Format:Paperback|Vine Customer Review of Free Product (What's this?)
I'm not sure what I was expecting, but this book didn't tell me much. As a novelist, I've been dragged into using 21st Century social media such as twitter, facebook, reddit (if only they'd quit telling me I don't my own password) and google plus. This book apparently is addressed to Public Relations professionals. So I picked the wrong "try this item for free via amazon vine" book. Even so, it seemed to be superficial, and to state the obvious. Why buy a paper copy of a book if you can get the same information online?
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3 of 4 people found the following review helpful
5.0 out of 5 stars The Fine Print July 12, 2012
Format:Paperback|Vine Customer Review of Free Product (What's this?)
I would call this a zoom on the fine print of Social Media and Public Relations. So much has changed in the past ten years for the individual and for the larger community as a whole. Computers are designing how we interact, what job we get and who will off that opportunity to us.

Much of it is really an expansion of human social reltionships. This is described in detail in this book with simple wording which carries profound meaning. This is like the rear-view mirror to show everything that is hidden or might be overlooked as one makes the transition from non-digital to digital way of interacting with the community.

Falling behind? Business taking a dip? Uncertain about where you are going in cyberspace? Feeling vulnerable in reference to your tech savy competitors?

Read this book!
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4.0 out of 5 stars Somewhat dry but mostly useful April 24, 2014
Format:Paperback
I am currently enrolled in a social journalism class in which myself and two other group members were required to choose a book to review. My emphasis in Journalism is public relations and strategic communications so my group and I thought this would be a good option considering our future career paths. We learned a lot from the text and the way it was displayed in the eight step format allowed for good organization and an easy read. I recommend this text to anyone slightly interested in social media and public relations as it is a quick read and could benefit any number of career courses within pr and social media. Breakenridge and her extensive social media and pr experience allows her readers to trust her text and proves her credibility in the subject. Quick and easy read so give it a chance!

Mary-Kate Reilly, student of the University of Nevada
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5.0 out of 5 stars Essential reading for anyone in business! August 22, 2013
Format:Paperback|Vine Customer Review of Free Product (What's this?)
Though this book is titled "for the PR Professional," I think it should be required reading for anyone in business today. Businesses can live or die by social media today, so if you plan on being successful you'd better be more than just "up to speed." Whether you own or run a business or you are managing a career, the techniques and practices outlined in this book should become your standard operating procedure... you cannot afford to be ignorant of the bigger picture in terms of implementing and managing your social media reputation. Buy this book and read it, then read it again and commit it to memory!

Cheers,
Claire

PS - It always makes my day to know that people find these reviews helpful. If you'd also like to ask a question or leave a comment I usually respond the same day, so if you have a question or comment (even if it's just to say, Hi!") feel free to post it below.
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5.0 out of 5 stars An Eye Opening Read May 14, 2013
Format:Paperback|Vine Customer Review of Free Product (What's this?)
I personally work with social media and have done so for over 10 years. If you haven't worked with social media this may be the perfect book for you. Diedre Breakenridge clearly goes over many of the aspects of social media and helps you navigate this journey. I have always felt while social media is free, it does take some work and some savvy to navigate through the path of how to use it properly.

I feel some of her suggestions really apply to changing your personal viewpoint before you start to engage with your audience. For example, she emphasizes you must respond immediately, old style interaction with your customer meant you could wait, now days you must respond immediately because social media demands this type of interaction. So if you are sitting in an old style organization that doesn't understand this, you have to change this, or audience and potential customers won't understand you.

Some of this information is found there already online, but I thought the organization of the book, explaining the different forms of social media, make this book worth reading.
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Most Recent Customer Reviews
4.0 out of 5 stars Good for the PR Professional
This is a good book for the PR pro that needs to understand the jobs that can be attained as a result of social media. Read more
Published 14 months ago by RLC
5.0 out of 5 stars Marketers, pay attention. This book describes your future!
This book is a must-read for any professional PR, marketing or sales professional. The marketing and public relations professions have undergone a sea change in the past five... Read more
Published 15 months ago by Walt Boyes
5.0 out of 5 stars I loved this book!
The book was easy to read and offered practical practices and strategies that can be used immediately. Read more
Published 15 months ago by Antoinette Campbell
4.0 out of 5 stars good attempt
For something that's only emerged in the digital age, social marketing, this book makes a good attempt to master it and even tried to teach it. Read more
Published 18 months ago by K. Lin
5.0 out of 5 stars For the PR professional wanting to incorporate social media to their...
I have read so many social media books and have friends and associates who have written a book that to be truthful, I'm starting to feel that we are reaching a saturation of social... Read more
Published 20 months ago by Dennis A. Amith (kndy)
4.0 out of 5 stars Man I wish this book were longer!
This is actually a solid read, engaging, and full of useful tips and strategies for PR pros and novices.

But the book is short, very short... Read more
Published 21 months ago by Joseph Ratliff
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