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Social Media and Public Relations: Eight New Practices for the PR Professional Paperback – April 27, 2012
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From the Back Cover
“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
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 .
Top Customer Reviews
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.Read more ›
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!
Personally, I am currently a public relations student with little experience in the field as of yet so this book gave me some insight into the workings of how public relations and social media go hand in hand with today’s technological advances. Social media is so prevalent with reaching your audience these days so it was really nice and thought-provoking reading material that will actually be useful in the work force of public relations. The practices were broken down enough to where it was easy for a student, such as myself, to follow along but insightful enough that I could totally see how they would be used in the professional world. The practices set up social media so it is created, managed, and maintained in a company. I would definitely recommend this book to anyone interested in the social media topic or just anyone thinking about doing public relations since it is very clear that social media will be a highly prevalent medium for reaching the targeted audiences.
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.Read more ›
Most Recent Customer Reviews
This is a very good and practical book. The book is fun to read and is set up so that you can easily find specific topics related to social media. Read morePublished 15 days ago by Austin
I am currently enrolled in a social journalism class at my university, and I decided to do a review on this book. Read morePublished on May 6, 2014 by Tyler Collins
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. Read morePublished on April 24, 2014 by Mary-Kate Reilly
Though this book is titled "for the PR Professional," I think it should be required reading for anyone in business today. Read morePublished on August 22, 2013 by Claire Jordan
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. Read morePublished on May 14, 2013 by Stephanie Manley
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. Read morePublished on March 7, 2013 by Dr. Companys
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 morePublished on February 5, 2013 by RLC