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Social Media and Public Relations: Eight New Practices for the PR Professional 1st Edition

4.3 out of 5 stars 23 customer reviews
ISBN-13: 978-0132983211
ISBN-10: 0132983214
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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 .


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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 (23 customer reviews)
  • Amazon Best Sellers Rank: #318,170 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

Top Customer Reviews

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 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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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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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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Format: Paperback Vine Customer Review of Free Product ( What's this? )
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.
The book tries on several layers to "organize" the layers of social media marketing by inventing a "wheel" but didn't explain how this wheel should be used.
For most traditional PR professionals, they don't have the problems of the inside circles of the wheel. They just need direction and how to maximize the social media efforts.
And for the most part, the social media as an eco system that is evolving so rapidly even Google can't cope with it. Look at the Google+ failure.
Look at the horizon of new social medias and different ones popping up daily or monthly in different countries. In China there's Weibo, there's QQ, there was ICQ, there' SINA. Over here in US, we've got pinterest, digg, not to mention a host of tried and failed sites all wanting to capture the FB phenomenon.
This book certainly does not have all of the answers.

For about $10, it's a good read. At least if you are already in the PR and Social media market, you should read it just to know how many job classifications the author has categorized. But most of them are for large enterprises with a team of PR and Communications Dept where they dedicate a team of social media PR persons. Most of us don't work in that environment and can't imaging having to have a meeting before posting a single update or clicking a like.
The dynamics of each social media is dramatically different. Twitter and FB alone have many differences in the dynamics of what works and what doesn't. Advertising is another issue author didn't touch upon in this book.
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