Contents
Social Media and Public Relations: Eight New Practices for the PR Professional
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: The Reputation Task Force Member
Chapter 8. New Practice #8: The 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 A. The Social Media Strategy Wheel
Preface The Socialization of Media and PR 2.0
Introduction Social Media = The Reinvention of Public Relations
Part I: The True Value of New PR
Chapter 1. What’s Wrong with PR?
Chapter 2. PR 2.0 vs. Public Relations
Chapter 3. PR 2.0 in a Web 2.0 World
Chapter 4. Traditional vs. New Journalism
Chapter 5. PR Is about Relationships
PR 2.0 = New Relationship Strategies
Part II: Facilitating Conversations: New Tools and Techniques
Chapter 6. The Language of New PR
In Each Seat, a Different Person
Yeah, but What’s in It for Me?
Blogging Is Not Just Blah, Blah, Blah
Not Every Blog Is Created Equal
Chapter 8. Social Media Releases (SMRs)
Customer-Focused News Releases
The Brand New World of New Releases
Chapter 9. Video News Release (VNR) 2.0
Integrate with Other Social Media Strategies
Strategies for Creating Successful Video Programs
Chapter 10. Corporate Blogging
Leveraging Blogging in B2B and B2C
It’s Not about Selling, It’s about Dialogue
Part III: Participating in Social Media
Chapter 11. Technology Does Not Override the Social Sciences
Chapter 12. Social Networks: The Online Hub for Your Brand
Facebook Is a Template, Not a News Release
Avoid the Clutter and Build Relationships
Micromedia-Inspired Macro Influence
Lifestreams and Brand Aggregation
Chapter 14. New “Marketing” Roles
Part IV: PR 2.0: A Promising Future
Chapter 15. Community Managers and Customer Service 2.0
Connecting People to the Human Beings Who Define Corporate Brands and Culture
PR Evolves into a Service Center
Developing a Complementary Inbound and Outbound Communications Program
A New Role for a New Generation of Communications
The Humanization of Marketing Communications
Chapter 16. Socialization of Communication and Service
Social Tools for Social Service and Communications
Augmenting Message Broadcasting with Market Value Propositions
Introducing Psychographics to Traditional Demographic Profiling
Chapter 17. The Rules for Breaking News
Influence: Mainstream and Otherwise
Chapter 18. A New Guide to Metrics
Defining and Measuring Success
Chapter 19. PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations
Appendix A. The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure
PR 2.0: New Media, New Tools, New Audiences
Are You Ready to Be 2.0 Ready?
Section I: The Transition to PR 2.0
Go Ahead, Let the Good Times Roll
Your Best and Most Remembered Communications Resources
Chapter 2. Getting Started with 2.0 Research
The Best Commitment You'll Ever Make
New Research Methods to Reach the Influencers
An Interview with the Cision Experts
Chapter 3. Research with Expert Resources
The Internet Meets Your Budgetary Requirements
Find the Right Research Partner
Chapter 4. Reaching the Wired Media for Better Coverage
How Far You Go for the Relationship
Give Your Influencers What They Want
The Human Element Gives You an Edge
Resources for Relationships and Better Coverage
Chapter 5. Better Monitoring for PR 2.0
Social Media and What/Who to Monitor
Your Advanced Tools for Monitoring
An Expert's Perspective on Blog Monitoring and Measurement
Section II: A New Direction in PR
Chapter 6. Interactive Newsrooms: How to Attract the Media
Newsrooms Serving a Wide Range of Needs
You Can Manage the Newsroom Yourself
The Leaders of Online Newsrooms
Chapter 7. The Social Media News Release: An Overdue Facelift
A New Format to Spark Conversations
Getting Started with Social Media
You Don't Have to Be a Web Developer to Create 2.0 Tools
Social Media Template: A PR Pro's Opinion
Chapter 8. Social Networking: A Revolution Has Begun
Reaching Audiences Through Social Networking
How Does Social Networking Change Your Brand?
Identifying Trends in Social Networking
Social Networks Go Far Beyond Friendships
How to Measure Social Networks—An Expert's Point of View
Moving Forward with Social Networking
Chapter 9. RSS Technology: A Really Simple Tool to Broaden Your Reach
You Can Cut Through the Clutter
Increase Your Marketing Arsenal
Chapter 10. Video and Audio for Enhanced Web Communications
Web 2.0 Competition Is Heating Up
An Expert's Top 10 Reasons to Use Video
Using Video/Audio for PR 2.0 Communication Success
Chapter 11. Social Media: Immerse Yourself and Your Brand
Rethinking Communication Based on Consumer Behavior
Get Your Audience in Your Backyard
An Expert's Perspective on Social Media Tools
Moving Forward Through Understanding and Experience
Chapter 12. The Pro's Use of PR 2.0
Engaging the Large Corporation
The Consultant/Guru's Point of View
Best Practices from the Technology Evangelist
Q&A with a Social Media Innovator
Go Ahead, Get Passionate over Social Media
Chapter 13. The Mindset of the PR 2.0 Journalist
Q&A with a Top-Tier Journalist
The Best PR 2.0 Planning Approach
Creative PR 2.0 Planning and Strategy
Moving Forward with Your PR 2.0 Planning
Chapter 15. The Path to Great PR
Your Path to Great Communication