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PR 2.0: New Media, New Tools, New Audiences

Book Description

Praise for PR 2.0

“An ‘easy read’ filled with practical examples of how marketing professionals can leverage these new tools to enhance PR activities. The ‘Interviews with the Experts’ sections were especially useful in helping to highlight how companies have benefited from PR2.0.”

Maura Mahoney, Senior Director, RCN Metro Optical Networks

P.R. 2.0 is a must-read for any marketing or PR professional. It is filled with expert advice, real-world examples, and practical guidance to help us better understand the new media tools and social networking concepts available and how we can use them for our specific branding needs. This book is excellent for someone who is trying to understand the new web-based media and social networking concepts, as well those who are experienced in applying the new media tools and are curious about what everyone else is doing and what tools are producing the best ROI. This isn’t a book filled with simple tips and tricks--it’s an essential guidebook for the marketing/PR professional to better understand the new media options and how to apply them effectively to achieve results.”

Jenny Fisher, Director Sales and Marketing Operations, Catalent Pharma Solutions

“Wading through the thicket of expanding Internet tools--from MySpace to Facebook, from Twitter to Flickr--is no easy challenge. And once you finally understand these strange new art forms, how the heck do you harness them? Answer: You buy this book. Deirdre Breakenridge knows the Net--how to measure it, monitor it, and use it to maximize public relations performance. Best of all, she explains it in a style that even a Luddite can comprehend.”

Fraser P. Seitel, author of The Practice of Public Relations and coauthor of IdeaWise

The New Future of Public Relations!

In today’s Web 2.0 world, traditional methods of communication won’t reach your audiences, much less convince them. Here’s the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. In PR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work.

You’ll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today’s Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive.

Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today’s leading PR 2.0 practitioners.

PR 1.0 vs. PR 2.0

Identify the needs of companies and clients, and how to integrate them for greatest effectiveness

Reaching today’s crucial wired media

Powerful new strategies for pitching and media distribution

Best uses of traditional PR tactics

Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts

PR 2.0: Making the most of the newest tools

Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond

Social media: Your new 24/7 focus panel

Powerful new ways to capture emerging customer desires and needs

Table of Contents

  1. Copyright
    1. Dedication
  2. Praise for PR 2.0
  3. Acknowledgments
  4. About the Author
  5. Foreword: The Road from PR to PR 2.0 to Public Relations
  6. Introduction to PR 2.0
    1. Are You Ready to Be 2.0 Ready?
    2. The Big Bang
    3. About This Book
  7. I. The Transition to PR 2.0
    1. 1. PR 2.0 Is Here
      1. You Can Discover a Better Way
      2. Go Ahead, Let the Good Times Roll
        1. Reason #1: A Two-Way Highway
        2. Reason #2: Easier Editorial Coverage
        3. Reason #3: Longer, Stronger Relationships
      3. Your Best and Most Remembered Communications Resources
        1. E-Newsletters
        2. Viral Marketing
        3. News Release e-Blasts
      4. Endnotes
    2. 2. Getting Started with 2.0 Research
      1. The Best Commitment You’ll Ever Make
      2. Are You Ready for Research?
      3. New Research Methods to Reach the Influencers
      4. An Interview with the Cision Experts
      5. 2.0 Changes for the Better
    3. 3. Research with Expert Resources
      1. The Internet Meets Your Budgetary Requirements
      2. Gurus Need Not Apply Here
      3. Find the Right Research Partner
      4. What the Experts Have to Say
      5. Endnotes
    4. 4. Reaching the Wired Media for Better Coverage
      1. How Far You Go for the Relationship
      2. Give Your Influencers What They Want
      3. Help Is on the Way
      4. The Human Element Gives You an Edge
      5. Resources for Relationships and Better Coverage
      6. Journalists with Individual Preferences Want News
    5. 5. Better Monitoring for PR 2.0
      1. Social Media and What/Who to Monitor
      2. Your Advanced Tools for Monitoring
      3. Evaluating the Conversations
      4. An Expert’s Perspective on Blog Monitoring and Measurement
  8. II. A New Direction in PR
    1. 6. Interactive Newsrooms: How to Attract the Media
      1. You’ve Got the Basics Covered
      2. Newsrooms Serving a Wide Range of Needs
      3. Interview with an Expert
      4. You Can Manage the Newsroom Yourself
      5. The Leaders of Online Newsrooms
      6. Online Newsroom Leader #1
      7. Online Newsroom Leader #2
      8. Online Newsroom Leader #3
      9. Endnotes
    2. 7. The Social Media News Release: An Overdue Facelift
      1. A New Format to Spark Conversations
      2. Be Prepared for Social Media
      3. Getting Started with Social Media
      4. You Don’t Have to Be a Web Developer to Create 2.0 Tools
      5. When to Rely on the Experts
      6. Interview with an Expert
      7. Social Media Template: A PR Pro’s Opinion
      8. Endnotes
    3. 8. Social Networking: A Revolution Has Begun
      1. The Start of the Revolution
      2. Reaching Audiences Through Social Networking
      3. The Leaders of Blogging
      4. How Does Social Networking Change Your Brand?
      5. Identifying Trends in Social Networking
      6. Social Networks Go Far Beyond Friendships
      7. How to Measure Social Networks—An Expert’s Point of View
      8. Moving Forward with Social Networking
      9. Endnotes
    4. 9. RSS Technology: A Really Simple Tool to Broaden Your Reach
      1. You Can Cut Through the Clutter
      2. Increase Your Marketing Arsenal
      3. What It Means to Be in Charge
      4. The Pros Take a Stance
      5. A Publisher’s Point of View
      6. Moving Ahead with RSS
    5. 10. Video and Audio for Enhanced Web Communications
      1. More Than a Fad
      2. Web 2.0 Competition Is Heating Up
      3. An Expert’s Top 10 Reasons to Use Video
        1. 1. Improvements in Technology
        2. 2. More Accessible Production Capabilities (smaller or built-in cameras, Final Cut, iMovie, and the like)
        3. 3. Improved Compression and Playback
        4. 4. The YouTube Factor
        5. 5. The iPod Revolution
        6. 6. Increased Competition for the User
        7. 7. Less Time Allotted by Visitors to Understand Content
        8. 8. Higher Degree of Internet Marketing Sophistication and Integration
        9. 9. Expanded Use
        10. 10. Age-Ins Have Entered the Landscape
      4. Lessons from a Thought Leader
      5. An Agency’s Perspective
      6. Using Video/Audio for PR 2.0 Communication Success
      7. Endnotes
  9. III. Embracing PR 2.0
    1. 11. Social Media: Immerse Yourself and Your Brand
      1. Be a Social Media Consumer
      2. Rethinking Communication Based on Consumer Behavior
      3. Giving Power to the People
      4. Get Your Audience in Your Backyard
      5. An Expert’s Perspective on Social Media Tools
      6. Moving Forward Through Understanding and Experience
      7. Endnotes
    2. 12. The Pro’s Use of PR 2.0
      1. Social Media for the Start-Up
      2. Engaging the Large Corporation
      3. The Consultant/Guru’s Point of View
      4. Best Practices from the Technology Evangelist
      5. Q&A with a Social Media Innovator
      6. Go Ahead, Get Passionate over Social Media
    3. 13. The Mindset of the PR 2.0 Journalist
      1. How to Reach PR Greatness
      2. Advice from the Influencers
        1. Anne Holland—Publisher of
        2. Jeffrey Chu—Business Senior Editor, Fast Company
      3. Q&A with a Top-Tier Journalist
      4. PR 2.0 Means Great PR
    4. 14. A PR 2.0 Plan
      1. The Best PR 2.0 Planning Approach
      2. Creative PR 2.0 Planning and Strategy
      3. Adverb Media
      4. TOMY International
        1. Overview
        2. Opportunities
        3. Challenges
        4. The Campaign
      5. Quality Technology Services
      6. ASCO Power Technologies
      7. Moving Forward with Your PR 2.0 Planning
      8. Endnotes
  10. IV. The Future of 2.0
    1. 15. The Path to Great PR
      1. Your Path to Great Communication
      2. You’ve Come a Long Way
      3. PR 2.0 Hot Topics
      4. More Expert 2.0 Advice
      5. Your Brand and PR 2.0
      6. PR Has Changed for the Better
      7. Don’t Just Go with It—Go for It!
      8. Endnotes
  11. Financial Times Press