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Product Description
Product Description
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.
From the Back Cover
“There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.”
Seth Godin, Author of Tribes
“I am thrilled that there is finally a book about the right way to approach PR in today’s world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.”
Tony Hsieh, CEO, Zappos.com
“Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention.”
Paul Gillin, Author, The New Influencers and Secrets of Social Media Marketing
“Putting the Public Back in Public Relations is an excellent read. It is the right book at the right time, explaining the reinvention of Public Relations at the hands of Social Media. A must read for those innovative marketers charged with creating differentiation in today’s competitive marketplace.”
Trish Piontek, Director, Retail Marketing, Amerisource Bergen Corporation
Breakthrough Web PR 2.0 Strategies and Tactics That Work
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 succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the “public” back into public relations—and earn a new level of results that just wasn’t possible before now.
Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You’ll learn 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.
Along the way, you’ll learn how to stop being a “publicist” or mere “communicator” and become what your clients or company really need: a genuine enthusiast for whom and what you represent.
What’s wrong with PR—and how to fix it
Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships, and supercharge its effectiveness
Social Media PR—a complete primer
Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands
Why it’s about sociology and anthropology—not technology
Master the art of listening and leverage today’s powerful, emerging micromedia
Real PR metrics for the Web 2.0 world
Measure the results that really matter--and demonstrate your value as never before
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Customer Reviews
Well I'm calling foul.
They have used hype (Hype 2.0 anyone?) by getting various luminaries of the blogosphere to write hyperbolic reviews of this quite frankly disappointing tome. The endorsements of this book reads like a who's who of social media, but to be honest I will find it hard to take any of them seriously again.
My experience with this book started badly and got steadily worse. There's a glaring typo on the back inlay - always a sure sign of a rushed publication - and foreword author Guy Kawasaki, instead of taking the time to write a proper, thoughtful foreword, has instead decided to tweet it in 140 characters or less "in the spirit of the times," he helpfully adds.
So with my expectations lowered, I grimly set about reading the book.
I wish I hadn't bothered.
The information in this book - such as it is - seems to have been laid out by a hyperactive ten year old. The authors jump erratically from place to place, confusing the reader. The writing style is truly dreadful. The authors have decided to capitalise "social media" throughout, which is just a little bit presumptuous but highly annoying. There is a shocking amount of repetition, and there is so much guff, it's hard to know where the chaff ends and the wheat begins.
While claiming to hold the secrets to the future of media and PR, the authors have inadvertently focused the spotlight on the two things that are wrong with the blogoshpere: blatant and unwarranted self-promotion and the cult of the amateur.
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