Social Media and Public Relations

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.

Foreword by David Armano viii
Introduction: When Social Media Meets PR, Communication Unites with Technology 1
Chapter 1 PR Practice #1: The PR Policymaker 8
Chapter 2 New Practice #2: The Internal Collaboration Generator 23
Chapter 3 New Practice #3: The PR Technology Tester 37
Chapter 4 New Practice #4: The Communications (COMMS) Organizer 54
Chapter 5 New Practice #5: The Pre-Crisis Doctor 71
Chapter 6 New Practice #6: The Relationship Analyzer 87
Chapter 7 New Practice #7: Reputation Task Force Member 103
Chapter 8 New Practice #8: Master of the Metrics 118
Chapter 9 Using Your New PR Practices to Become an Influencer and Change Agent 134
Chapter 10 The Future of PR and Social Media 146
Appendix The Social Media Strategy Wheel 157
Index 160

Master the eight powerful new social media skills and mindsets every marketer and PR professional needs right now!

• 120 pages of focused, actionable insights into key social media success factors
• Helps PR/marketing pros expand their roles to engage today's more sophisticated, socialized customer
• Shows how to integrate social media and PR with other functions, plan strategy, choose the right platforms, and avoid killer mistakes
• By leading practitioner and author Deirdre Breakenridge

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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