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.
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Introduction:  When Social Media Meets PR, Communication Unites with Technology Chapter 1    PR Practice #1: The PR Policymaker  Chapter 2    New Practice #2: The Internal Collaboration Generator Chapter 3    New Practice #3: The PR Technology Tester  Chapter 4    New Practice #4: The Communications (COMMS) Organizer Chapter 5    New Practice #5: The Pre-Crisis Doctor Chapter 6    New Practice #6: The Relationship Analyzer Chapter 7    New Practice #7: Reputation Task Force Member Chapter 8    New Practice #8: Master of the Metrics Chapter 9    Using Your New PR Practices to Become an Influencer and Change Agent Chapter 10  The Future of PR and Social Media Appendix    The Social Media Strategy Wheel
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Foreword by David Armano, EVP of Global Innovation & Integration for Edelman Digital, and author of the Logic + Emotion blog “The desire to be strategic about social media and PR is no longer enough--these days you must first master the eight new PR practices laid out by Breakenridge. If you want to sit at the social media strategy table, then read this book. Better yet, make sure you share it!” -- Charlene Li, author of Open Leadership and Groundswell, Founder of Altimeter Group “Never before has a book explained how PR is evolving like Deirdre Breakenridge’s Social Media and Public Relations: Eight New Practices for the PR Professional. The industry is in turmoil, as the digital era begins to settle and PR is looking for a home among marketing, content, and social media. Breakenridge breaks down eight areas to focus on for both career and business growth, including research, reputation, collaboration, and most importantly, measurement. It’s a must-read for any PR practitioner, no matter level or expertise.” -- Gini Dietrich, CEO of Arment Dietrich, Inc., founder of Spin Sucks Pro, author of Spin Sucks, and coauthor of Marketing in the Round “I believe that any organization with strong values can succeed in social, and the book Social Media and Public Relations explains how in thoughtful (and necessary) detail. Anyone who tells you social is easy has not done their homework, and understanding the wealth of information in this book will keep them from failing the final exam.” -- George Faulkner, Social Brand Engagement Program, IBM In Social Media and Public Relations, PR veteran Deirdre K. Breakenridge presents focused, actionable best practices for every PR pro, marketer, and strategist: the eight social media skills and mindsets most tightly linked to success right now. Drawing on her unsurpassed experience counseling Fortune 500 companies and other top organizations, Breakenridge shows exactly how to engage today’s sophisticated, socialized customers. This concise, fast-paced book reveals how to integrate social media and PR with other key business functions. Breakenridge helps you: •    Expand your strategic role: Become the go-to social expert •    Develop, coordinate, and curate content from all your sources •    Demolish silos and generate deep internal collaboration •    Systematically map your audiences’ connections •    Listen and respond to customers accurately, transparently, and immediately •    Practice “reputation management on steroids” •    Don’t just “tolerate” metrics: Drive them •    Avoid disaster: Build proactive crisis prevention plans that work
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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
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Produktdetaljer

ISBN
9780132983211
Publisert
2012-05-17
Utgiver
Vendor
Pearson FT Press
Vekt
252 gr
Høyde
228 mm
Bredde
154 mm
Dybde
10 mm
Aldersnivå
U, 05
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
176

Biographical note

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.