Putting the public back in public relations: how social media is reinventing the aging business of PR
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, N.J.
FT Press
c2009
|
| Subjects: | |
| Online Access: | Table of contents only Inhaltsverzeichnis |
| Item Description: | Includes index. |
| Physical Description: | XXVIII, 314 S. ill. 24 cm |
| ISBN: | 0137150695 9780137150694 |
Staff View
MARC
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| 245 | 1 | 0 | |a Putting the public back in public relations |b how social media is reinventing the aging business of PR |c Brian Solis, Deirdre Breakenridge |
| 264 | 1 | |a Upper Saddle River, N.J. |b FT Press |c c2009 | |
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| 500 | |a Includes index. | ||
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Record in the Search Index
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| adam_text | IMAGE 1
PUTTING THE PUBLIC
BACK IN
PUBLIC RELATIONS
HOW SOCIAL MEDIA IS REINVENTING THE AGING BUSINESS OF PR
BRIAN SOLIS DEIRDRE BREAKENRIDGE
IMAGE 2
CONTENTS
FOREWORD BY GUY KAWASAKI XV
PREFACE THE SOCIALIZATION OF MEDIA AND PR 2.0 XVII
INTRODUCTION SOCIAL MEDIA = THE REINVENTION OF PUBLIC RELATIONS 1
PART I THE TRUE VALUE OF NEW PR
CHAPTER 1 WHAT S WRONG WITH PR? 7
CHALLENGING THE STATUS QUO 8
PR FOR PR PEOPLE 12
COMPANY EXECUTIVES 15
CHAPTER 2 PR 2.0 VS. PUBLIC RELATIONS 23
GOOD OLD DAYS 23
SKEPTICISM CREEPS IN 25
HOW DID WE GET HERE? 27
WHERE ARE WE GOING? 30
CHAPTER 3 PR 2.0 IN A WEB 2.0 WORLD 37
THE NEW COLLABORATORS 37
PR REDUX 39
COMMUNICATING WITH, NOT TO 46
CHAPTER 4 TRADITIONAL VS. NEW JOURNALISM 49
JOURNALIST VS. BLOGGER 50
BLOGOSPHERE RISING 53
AND THEN SOME 64
IMAGE 3
PUTTING THE PUBLIC BACK IN PUBLIC RELATIONS
CHAPTER 5 PR IS ABOUT RELATIONSHIPS 67
PEOPLE NEED PEOPLE 67
PR 2.0 = NEW RELATIONSHIP STRATEGIES 69
PR 2.0 ALL-STARS COLLABORATE 78
PART II FACILITATING CONVERSATIONS: NEW TOOLS AND TECHNIQUES
CHAPTER 6 THE LANGUAGE OF NEW PR 83
AND SO IT BEGINS 83
IN EACH SEAT, A DIFFERENT PERSON 85
YEAH, BUT WHAT S IN IT FOR ME? 90
CHAPTER 7 BLOGGER RELATIONS 93
THE NEW INFLUENCERS 93
BLOGGING IS NOT JUST BLAH, BLAH, BLAH 95
NOT EVERY BLOG IS CREATED EQUAL 100
ONE HOT TOPIC 102
IN A NUTSHELL 103
CHAPTER 8 SOCIAL MEDIA RELEASES (SMRS) 107
THE OLD WAY 107
A NEW WAY 108
BE PART OF THE (R)EVOLUTION I LL
TRADITIONAL RELEASES 113
CUSTOMER-FOCUSED NEWS RELEASES 113
SEO PRESS RELEASES 114
SOCIAL MEDIA RELEASES 115
THE BRAND NEW WORLD OF NEW RELEASES 122
IMAGE 4
CONTENTS
CHAPTER 9 VIDEO NEWS RELEASE (VNR) 2.0 125
TRADITIONAL VNRS 125
VNRS AND SOCIAL MEDIA 126
INTEGRATE WITH OTHER SOCIAL MEDIA STRATEGIES 132 WHAT DOES ALL THIS
MEAN? 133
STRATEGIES FOR CREATING SUCCESSFUL VIDEO PROGRAMS 134
CHAPTER 10 CORPORATE BLOGGING 137
CAPABILITY VS. COMPETENCE 137
FALSE ASSUMPTIONS 144
LEVERAGING BLOGGING IN B2B AND B2C 145 IT S NOT ABOUT SELLING, IT S
ABOUT DIALOGUE 146 DEFINING THE PATH 148
PART III PARTICIPATING IN SOCIAL MEDIA
CHAPTER 11 TECHNOLOGY DOES NOT OVERRIDE THE SOCIAL SCIENCES 153
MODERN COMMUNICATIONS 154
DON T FEAR CHANGE 156
SOCIAL NETWORKS ARE NOT LEGOS 156
THE PROOF IS IN THE POLITICS 160
CHAPTER 12 SOCIAL NETWORKS: THE ONLINE HUB FOR YOUR BRAND 165
THE RISE OF SOCIAL NETWORKS 166
PARTICIPATION AND VISIBILITY 167
FACEBOOK IS A TEMPLATE, NOT A NEWS RELEASE 170 AVOID THE CLUTTER AND
BUILD RELATIONSHIPS 174
IMAGE 5
PUTTING THE PUBLIC BACK IN PUBLIC RELATIONS
CHAPTER 13 MICROMEDIA 177
MEDIA SNACKERS 178
A CLOSER LOOK 179
MICROMEDIA MARKETING 181
MICROMEDIA-INSPIRED MACRO INFLUENCE 182 LIFESTREAMS AND BRAND
AGGREGATION 183
MICROMEDIA TOOLS AND SERVICES 185
CHAPTER 14 NEW MARKETING ROLES 187
SOCIALIZE TO SURVIVE 187
INTEGRATING SOCIAL ROLES 191
PART IV PR 2.0: A PROMISING FUTURE
CHAPTER 15 COMMUNITY MANAGERS AND CUSTOMER SERVICE 2.0 199
CONNECTING PEOPLE TO THE HUMAN BEINGS WHO DEFINE CORPORATE BRANDS AND
CULTURE 200 PR EVOLVES INTO A SERVICE CENTER 202
DEVELOPING A COMPLEMENTARY INBOUND AND OUTBOUND COMMUNICATIONS PROGRAM
204 A NEW ROLE FOR A NEW GENERATION OF COMMUNICATIONS 206
CONTRACT COMMUNITY MANAGERS 209
THE HUMANIZATION OF MARKETING COMMUNICATIONS 210
CHAPTER 16 SOCIALIZATION OF COMMUNICATION AND SERVICE .. .213
LOBBYING FOR CHANGE 215
SOCIAL TOOLS FOR SOCIAL SERVICE AND COMMUNICATIONS 217
YOU ARE THE CUSTOMER 220
AUGMENTING MESSAGE BROADCASTING WITH MARKET VALUE PROPOSITIONS 221
IMAGE 6
CONTENTS
REACHING TASTEMAKERS 224
INTRODUCING PSYCHOGRAPHICS TO TRADITIONAL DEMOGRAPHIC PROFILING 225
CHAPTER 17 THE RULES FOR BREAKING NEWS 231
INFLUENCE: MAINSTREAM AND OTHERWISE 231 BLOGS ARE ON THE SCENE 234
THE BETA TEST 237
YOU RE INVITED 240
SOCIALIZING THE NEWS PROCESS 241
BEWARE OF EMBARGOES 242
CHAPTER 18 A NEW GUIDE TO METRICS 247
NEW METRICS FOR PR 2.0 248
CONVERSATION INDEX 249
MEASUREMENT TOOLS 262
DEFINING AND MEASURING SUCCESS 264
PART V CONVERGENCE
CHAPTER 19 PR 2.0 + PR 1.0 = PUTTING THE PUBLIC BACK IN PUBLIC RELATIONS
271
PR AND ITS BRANDING CRISIS 273
THE FUTURE OF PR 275
NEW PR REQUIRES NEW ROLES 278
THE CONVERSATION PRISM 279
APPENDIX A THE SEC AND THE IMPORTANCE OF RECOGNIZING
CORPORATE BLOGS AS PUBLIC DISCLOSURE 283
APPENDIX B IT S ALIVE! 291
INDEX 299
|
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| dewey-full | 659.2 |
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| dewey-search | 659.2 |
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| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV035962357 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:08:36Z |
| institution | BVB |
| isbn | 0137150695 9780137150694 |
| language | English |
| lccn | 2008041937 |
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| physical | XXVIII, 314 S. ill. 24 cm |
| publishDate | 2009 |
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| publisher | FT Press |
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| spelling | Solis, Brian Verfasser aut Putting the public back in public relations how social media is reinventing the aging business of PR Brian Solis, Deirdre Breakenridge Upper Saddle River, N.J. FT Press c2009 XXVIII, 314 S. ill. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index. Public relations Social media Economic aspects Online social networks World Wide Web 2.0 (DE-588)7548364-6 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 gnd rswk-swf Öffentlichkeitsarbeit (DE-588)4043188-5 s World Wide Web 2.0 (DE-588)7548364-6 s DE-604 Breakenridge, Deirdre Verfasser aut http://www.loc.gov/catdir/toc/fy0904/2008041937.html Table of contents only SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018856511&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Solis, Brian Breakenridge, Deirdre Putting the public back in public relations how social media is reinventing the aging business of PR Public relations Social media Economic aspects Online social networks World Wide Web 2.0 (DE-588)7548364-6 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| subject_GND | (DE-588)7548364-6 (DE-588)4043188-5 |
| title | Putting the public back in public relations how social media is reinventing the aging business of PR |
| title_auth | Putting the public back in public relations how social media is reinventing the aging business of PR |
| title_exact_search | Putting the public back in public relations how social media is reinventing the aging business of PR |
| title_full | Putting the public back in public relations how social media is reinventing the aging business of PR Brian Solis, Deirdre Breakenridge |
| title_fullStr | Putting the public back in public relations how social media is reinventing the aging business of PR Brian Solis, Deirdre Breakenridge |
| title_full_unstemmed | Putting the public back in public relations how social media is reinventing the aging business of PR Brian Solis, Deirdre Breakenridge |
| title_short | Putting the public back in public relations |
| title_sort | putting the public back in public relations how social media is reinventing the aging business of pr |
| title_sub | how social media is reinventing the aging business of PR |
| topic | Public relations Social media Economic aspects Online social networks World Wide Web 2.0 (DE-588)7548364-6 gnd Öffentlichkeitsarbeit (DE-588)4043188-5 gnd |
| topic_facet | Public relations Social media Economic aspects Online social networks World Wide Web 2.0 Öffentlichkeitsarbeit |
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