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

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2012-04-17
  • Publisher: Pearson FT Press

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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.

Author Biography

Deirdre K. Breakenridge is CEO of Pure Performance Communications, a strategic communications and technology consulting firm based in the New York, metro area. A 20+ year PR industry veteran, she travels worldwide, counseling and speaking to corporations and associations on the changing media landscape and the integration of PR, marketing, and social media. An avid blogger at PR 2.0 Strategies, she cofounded #PRStudChat, a Twitter community dedicated to educating PR practitioners, students, and educators. She is coauthor of Putting the Public Back in Public Relations and The New PR Toolkit; and author of PR 2.0 New Media, New Tools, New Audiences.

Table of Contents

Forewordp. viii
Introduction When Social Media Meets PR, Communication Unites with Technologyp. 1
PR Practice #1: The PR Policymakerp. 8
New Practice #2: The Internal Collaboration Generatorp. 23
New Practice #3: The PR Technology Testerp. 37
New Practice #4: The Communications (COMMS) Organizerp. 54
New Practice #5: The Pre-Crisis Doctorp. 71
New Practice #6: The Relationship Analyzerp. 87
New Practice #7: The Reputation Task Force Memberp. 103
New Practice #8: The Master of the Metricsp. 118
Using Your New PR Practices to Become an Influencer and Change Agentp. 134
The Future of PR and Social Mediap. 146
The Social Media Strategy Wheelp. 157
Indexp. 160
Table of Contents provided by Ingram. All Rights Reserved.

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