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Social Media and Public Relations: Eight New Practices for the PR Professional Paperback – April 27, 2012

ISBN-13: 978-0132983211 ISBN-10: 0132983214 Edition: 1st

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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: 6 x 0.4 x 8.8 inches
  • Shipping Weight: 1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (25 customer reviews)
  • Amazon Best Sellers Rank: #103,678 in Books (See Top 100 in Books)

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 .


Customer Reviews

The book was easy to read and offered practical practices and strategies that can be used immediately.
Antoinette Campbell
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.
Yesuaini99
Though this book is titled "for the PR Professional," I think it should be required reading for anyone in business today.
Claire Jordan

Most Helpful Customer Reviews

14 of 15 people found the following review helpful By Lisa Shea HALL OF FAMETOP 500 REVIEWERVINE VOICE on 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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Format: Paperback
This book illusrates eight great tactics for using social meida to PR advantages. Interesting topics include: the relationshop analyzer, the reputation task, the master of the metrics, and using your PR practics to become an influencer and change agent. It's very informative and worth reading. For futher reading and addtional advanced skills in online marketing, such as SEO, Integrated Search Marketing Solution & Organic Search: Search Engine Optimization, Social Media, and Email Marketing: Winning Formula for SERP Dominance is a good SEO book for cross-reference when building your business website. It teaches you how to implement on-page, off-page and server-side optimization to boost up the SEO competency of your website. For example, it teaches the readers about how to implement tactical link building to become the center of an authoritative hub and deploy facet navigation and page segmentation. It also shows the readers how to avoid duplicate content, the tactics to deploy 301 redirect, and the SEO practices of exception handling and the adoption of custom 404 error page to increase visitor retention rate, and how to increase content / code ratio as well as the programming techniques to boost the web performance. The benefits won't just stop here. It also presents plenty of tips for email marketing. It teaches you how to increase open rate, subscribe rate, CTR and conversion rate by tweaking critical email elements.Read more ›
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4 of 6 people found the following review helpful By Michael Beloved VINE VOICE on 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 of 6 people found the following review helpful By Carol Kean VINE VOICE on 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 5 people found the following review helpful By Yosem Companys on 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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Most Recent Customer Reviews


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.

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