Description
The rise of the Web and the growth of social media have changed the way many industries operate and work with clients, particularly within the last 10 years or more. The frequently misunderstood field of public relations (PR) is no exception. Solis, a principal in a PR and new media agency, and Breakenridge, a veteran of the PR industry and an educator in PR and interactive marketing, note that social media provides much more opportunity to deliver messages to both wider and more specific audiences. The authors detail how to adjust to the new landscape and perform successfully in it, how the emphasis and nature of communications has changed, and offer tools and strategies for participating and communicating in the realm of social media. Annotation ©2009 Book News, Inc., Portland, OR (booknews.com)
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Forget the "pitch": Yesterday's PR techniques just don't work anymore. That's the bad news. Here's the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the "public" back into public relations and get results that traditional PR people can only dream about. Drawing on their unparalleled experience making Social Media work for business, PR 2.0.com's Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn powerful new ways to build the relationships that matter, and reach a new generation of influencers...leverage platforms ranging from Twitter to Facebook...truly embed yourself in the communities that are shaping the future. Best of all, you won't just learn how to add value in the Web 2.0 world: You'll learn how to prove how new, intelligent, and socially rooted PR will transform your organization into a proactive, participatory communication powerhouse that is in touch and informed with its community of stakeholders.
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