PR 2.0: New Media, New Tools, New Audiences
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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 IdeaWiseThe 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 2.0Identify the needs of companies and clients, and how to integrate them for greatest effectivenessReaching today’s crucial wired mediaPowerful new strategies for pitching and media distributionBest uses of traditional PR tacticsBetter ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcastsPR 2.0: Making the most of the newest toolsInteractive online newsrooms, visual media, blogs, RSS, podcasts, and beyondSocial media: Your new 24/7 focus panelPowerful new ways to capture emerging customer desires and needs
Acknowledgments xiiiAbout the Author xvForeword Brian Solis xviiIntroduction to PR 2.0 1Are You Ready to Be 2.0 Ready? 2The Big Bang 4About This Book 5The Transition to PR 2.0 11PR 2.0 Is Here 13You Can Discover a Better Way 15Go Ahead, Let the Good Times Roll 17Your Best and Most Remembered Communications Resources 19Endnotes 26Getting Started with 2.0 Research 27The Best Commitment You'll Ever Make 28Are You Ready for Research? 30New Research Methods to Reach the Influencers 32An Interview with the Cision Experts 332.0 Changes for the Better 37Research with Expert Resources 41The Internet Meets Your Budgetary Requirements 41Gurus Need Not Apply Here 42Find the Right Research Partner 44What the Experts Have to Say 46Endnotes 55Reaching the Wired Media for Better Coverage 57How Far You Go for the Relationship 58Give Your Influencers What They Want 59Help Is on the Way 61The Human Element Gives You an Edge 62Resources for Relationships and Better Coverage 63Better Monitoring for PR 2.0 71Social Media and What/Who to Monitor 72Your Advanced Tools for Monitoring 74Evaluating the Conversations 77An Expert's Perspective on Blog Monitoring and Measurement 78A New Direction in PR 85Interactive Newsrooms: How to Attract the Media 87You've Got the Basics Covered 87Newsrooms Serving a Wide Range of Needs 89Interview with an Expert 90You Can Manage the Newsroom Yourself 94The Leaders of Online Newsrooms 95Online Newsroom Leader #1 95Online Newsroom Leader #2 97Online Newsroom Leader #3 98Endnotes 101The Social Media News Release: An Overdue Facelift 103A New Format to Spark Conversations 103Be Prepared for Social Media 104Getting Started with Social Media 106You Don't Have to Be a Web Developer to Create 2.0 Tools 108When to Rely on the Experts 110Interview with an Expert 111Social Media Template: A PR Pro's Opinion 117Endnotes 120Social Networking: A Revolution Has Begun 123The Start of the Revolution 123Reaching Audiences Through Social Networking 124The Leaders of Blogging 126How Does Social Networking Change Your Brand? 128Identifying Trends in Social Networking 129Social Networks Go Far Beyond Friendships 130How to Measure Social Networks-An Expert's Point of View 131Moving Forward with Social Networking 141Endnotes 142RSS Technology: A Really Simple Tool to Broaden Your Reach 143You Can Cut Through the Clutter 144Increase Your Marketing Arsenal 145What It Means to Be in Charge 147The Pros Take a Stance 148A Publisher's Point of View 152Moving Ahead with RSS 159Video and Audio for Enhanced Web Communications 161More Than a Fad 161Web 2.0 Competition Is Heating Up 162An Expert's Top 10 Reasons to Use Video 163Lessons from a Thought Leader 167An Agency's Perspective 174Using Video/Audio for PR 2.0 Communication Success 182Endnotes 184Embracing PR 2.0 185Social Media: Immerse Yourself and Your Brand 187Be a Social Media Consumer 187Rethinking Communication Based on Consumer Behavior 188Giving Power to the People 191Get Your Audience in Your Backyard 191An Expert's Perspective on Social Media Tools 196Moving Forward Through Understanding and Experience 203Endnotes 205The Pro's Use of PR 2.0 207Social Media for the Start-Up 208Engaging the Large Corporation 208The Consultant/Guru's Point of View 211Best Practices from the Technology Evangelist 213Q&A with a Social Media Innovator 217Go Ahead, Get Passionate over Social Media 224The Mindset of the PR 2.0 Journalist 227How to Reach PR Greatness 227Advice from the Influencers 228Q&A with a Top-Tier Journalist 233PR 2.0 Means Great PR 240A PR 2.0 Plan 243The Best PR 2.0 Planning Approach 243Creative PR 2.0 Planning and Strategy 244Adverb Media 244TOMY International 246Quality Technology Services 249ASCO Power Technologies 253Moving Forward with Your PR 2.0 Planning 256Endnotes 257The Future of 2.0 259The Path to Great PR 261Your Path to Great Communication 261You've Come a Long Way 262PR 2.0 Hot Topics 266More Expert 2.0 Advice 268Your Brand and PR 2.0 269PR Has Changed for the Better 271Don't Just Go with It-Go for It! 272Endnotes 274Index 275
