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PR 2.0: New Media, New Tools, New Audiences
written by Deirdre Breakenridge
Studio : FT Press
by FT Press
Publisher : FT Press
Released : 2008-04-05
Availability : Usually ships in 1-2 business days
Number of Items : 1
EAN : 9780321510075
Avg. Customer Rating: (based on 3 reviews)
List Price : $24.99
Our Price : $15.31
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Product Description |
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This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version. The 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 2.0 Identify the needs of companies and clients, and how to integrate them for greatest effectiveness Reaching today-s crucial wired media Powerful new strategies for pitching and media distribution Best uses of traditional PR tactics Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts PR 2.0: Making the most of the newest tools Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond Social media: Your new 24/7 focus panel Powerful new ways to capture emerging customer desires and needs |
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Americancivilwar.com Review |
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Wikipedia founder Jimmy Wales on PR 2.0: New Media, New Tools, New Audiences The new media world of Web 2.0 offers many opportunities and also many dangers for public relations professionals and their clients. This world can seem confusing and counter-intuitive to the newcomer, and a lot of what has worked in traditional media will only cause problems in this space. Finding solid information to get yourself up to speed has been very difficult. As the founder of Wikipedia, I have been forced to deal many times with clumsy attempts to use new media (Wikipedia in particular), attempts which have often backfired as the client and PR professional end up embarrassed and looking bad. Most of the time, these efforts were well-meaning but misguided. The practitioners just did not understand what to do. Deirde Breakenridge's PR 2.0: New Media, New Tools, New Audiences is an excellent antidote to these problems. She covers the gamut of new technologies from social networking, blogs, RSS, podcasts, wikis, and more. And she helps the reader to understand the right way to use these tools in an appropriate fashion. Whether you are a young PR professional just starting out, or an old timer just getting involved in the new media landscape, you will find Breakenridge's book to be a must read. --Jimmy Wales, Founder of Wikipedia |
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OK for beginners. Not much for the experienced. |
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A valid introduction to an emerging area of the field. Nothing wrong here, though it's beginning to feel outdated already. Professionals experienced in this new area will find themselves skimming rapidly through the basic sections, looking somewhat for something new to take away. |
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PR 2.0: A Must Read for PR Professionals |
I have to start out by saying that I've already sent copies of PR 2.0 to most of my clients. Deirdre Breakenridge has created a manual for how PR professionals can work (and excel) within the world of social media. If PR professionals want to remain relevant in this rapidly changing world of Web 2.0, they need to embrace the opportunities that these technologies represent. I recommend starting by reading this text!
My wife, who is also a marketer, borrowed this book from me and I finally had to pry it away from her. She is now a Deirdre Breakenridge fan and has a new level of understanding of the relevance of social media for marketers.
This is an excellent introductory text and its relevance goes far beyond PR. |
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A nice book on how public relations has been affected by Web 2.0! |
I liked this book a lot. It was well written, and well organized. It provides a public relations slant on Web 2.0. The author calls this PR 2.0. Many PR professionals work in the nonprofit sector. And many of those people don't easily accept change. It takes them a while to turn on a computer and use it. Once it is turned on they then have trouble maximizing the computer's potential. In my humble opinion such workers will benefit greatly by getting a copy of this book and reading it.
The author is a marketing consultant with a specialty in PR. After writing this book I suspect her new speciality is PR 2.0. She discusses what is required to go from traditional PR to PR 2.0. She talks about how to embrace PR 2.0 and where the field is going. And I think her book is original enough to justify reading it along with other books I have read dealing with the subject.
I have read and posted book reviews on Americancivilwar for the following books that relate to Web 2.0:
1. The New Influencers (ISBN: 1884956653)
2. Marketing to the Social Web (ISBN: 0470124172
3. Groundswell (ISBN: 9781422125007)
4. The Age of Engage (ISBN: 0979802806)
5. Join the Conversation (ISBN: 9780470137321)
6. Secrets of Successful Blogging System (ISBN: 0978806018)
7. Blogging for Business (ISBN: 1419536451)
8. The Business Podcasting Book (ISBN: 024080967X)
9. Plug Your Business! (ISBN: 0977240622)
10. Marketing in the New Media (ISBN: 1551807319)
11. Make a Fortune Promoting Other People's Stuff Online (ISBN: 0071478132)
To get another author's perspective on the material covered in "PR 2.0" I recommend you consider reading one of the books I have #'d 1-4. To get a great perspective on how to use blogging in your PR efforts I recommend pricey #6 (It's an audio book). #8 is great to get the scoup on podcasting. And I don't know specifically why, but I like #11 a lot and it should give you some perspective on Internet marketing. 4 stars! |
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