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

Book Description

In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships… marry communications with technology more effectively, and become your organization’s go-to resource on social technology decisions… reflect social media realities throughout your policies and governance… generate greater internal collaboration, eliminating silos once and for all… listen to consumers’ conversations, and apply what you’re learning… build communications crisis plans you can implement at a moment’s notice… develop profound new insights into how consumers construct and perceive their brand relationships.,. practice “reputation management on steroids”… take the lead on identifying and applying metrics… and much more. For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.

Table of Contents

  1. Title Page
  2. Copyright Page
  3. Praise for Social Media and Public Relations
  4. Dedication
  5. Contents
  6. Acknowledgments
  7. About the Author
  8. Foreword
  9. Introduction. When Social Media Meets PR, Communication Unites with Technology
    1. PR Practice #1: The PR Policymaker
    2. PR Practice #2: The Internal Collaboration Generator
    3. PR Practice #3: The PR Technology Tester
    4. PR Practice #4: The Communications (COMMS) Organizer
    5. PR Practice #5: The Pre-Crisis Doctor
    6. PR Practice #6: The Relationship Analyzer
    7. PR Practice #7: The Reputation Task Force Member
    8. PR Practice #8: The Master of the Metrics
  10. 1. PR Practice #1: The PR Policymaker
    1. What Are the Responsibilities of the PR Policymaker?
    2. An Interview with a Marketing, Advertising, and New Media Attorney
    3. Social Media Policy Checklist
  11. 2. New Practice #2: The Internal Collaboration Generator
    1. What Are the Responsibilities of the Internal Collaboration Generator?
    2. Determine Your Level of Sharing
    3. Sharing Phase I: Simple Document Sharing and Project Management
    4. Sharing Phase II: Collaboration and Web Presentations
    5. Sharing Phase III: Enterprise 2.0 Collaboration and Innovation
    6. Selecting Your Level of Sharing
    7. What Are the Best Practices of the Internal Collaboration Generator?
    8. Internal Collaboration Generator Checklist
  12. 3. New Practice #3: The PR Technology Tester
    1. What Are the PR Tech Tester’s Responsibilities?
    2. Social Media Monitoring and Measurement Tools
    3. Website Analytics and Measurement
    4. Social Media Influence Tools
    5. Collaborative Social Media Platforms
    6. Content Management Systems (CMS)/Blog Platforms
    7. Social Media Release Platforms/News Wires with PR 2.0 Capabilities
    8. What Are the Best Practices of the PR Tech Tester?
    9. PR Tech Tester Check List
  13. 4. New Practice #4: The Communications (COMMS) Organizer
    1. What Are the Responsibilities of the COMMS Organizer?
    2. Setting Up Overall Company Monitoring and Customer Intelligence
    3. Building a Two-Prong Approach for Content
    4. Creating a Universal Sharing System
    5. Developing a Social Media Playbook or Share Book
    6. Creating the Social Media Purpose Brief
    7. What Are the Best Practices of the COMMS Organizer?
    8. The COMMS Organizer Check List
  14. 5. New Practice #5: The Pre-Crisis Doctor
    1. What Are the Responsibilities of the Pre-Crisis Doctor?
    2. A “Crisis” Org Chart
    3. Comment Response Chart (Action = Reaction = Action)
    4. The Shell of the Message
    5. Your Target Media (Old and New)
    6. Identify, Evaluate, Test (IET) for Social Crisis Measurement
    7. What Are the Best Practices of the Pre-Crisis Doctor?
    8. The Pre-Crisis Doctor Check List
  15. 6. New Practice #6: The Relationship Analyzer
    1. What Are the Responsibilities of the Relationship Analyzer?
    2. What Are the Best Practices of the Relationship Analyzer?
    3. The Relationship Analyzer Check List
  16. 7. New Practice #7: The Reputation Task Force Member
    1. What Are the Best Practices of the Reputation Task Force Member?
    2. The Reputation Task Force Member Check List
  17. 8. New Practice #8: The Master of the Metrics
    1. What Are the Responsibilities of the Master of the Metrics?
    2. What Are the Best Practices of the Master of the Metrics?
    3. Master of the Metrics Check List
  18. 9. Using Your New PR Practices to Become an Influencer and Change Agent
    1. What Is the Responsibility of the PR Influencer and the Change Agent?
    2. PR Influencer and Change Agent Check List
  19. 10. The Future of PR and Social Media
    1. Practice #1: The PR Policymaker
    2. Practice #2: The Internal Collaboration Generator
    3. Practice #3: The PR Technology (Tech) Tester
    4. Practice #4: The Communications (COMMS) Organizer
    5. Practice #5: The Pre-Crisis Doctor
    6. Practice #6: The Relationship Analyzer
    7. Practice #7: The Reputation Task Force Member
    8. Practice #8: The Master of the Metrics
  20. A. The Social Media Strategy Wheel
  21. Index