PR 2.0 New Media, New Tools, New Audiences

Welcome to the world of PR 2.0: a world in which the Internet and public relations fully converge, giving you powerful new ways to engage in meaningful two-way conversations with your key audiences. In PR 2.0, Deirdre Breakenridge reveals how the Web has evolved into thousands of information-sharing communities-and how social networking and other Web 2.0 technologies give you powerful new ways to reach them.

Deirdre Breakenridge is an author, entrepreneur and CEO of Pure Performance Communications. A 20 + year veteran in PR and marketing, she is the author of five FT Press books including her latest titles, Social Media and Public Relations: Eight New Practices for the PR Professional , Putting the Public Back in Public Relations , and PR 2.0: New Media, New Tools, New Audiences .

Deirdre speaks both nationally and internationally on the topics of PR, social media and marketing. She is a recognized PR blogger at PR 2.0 strategies, and also the co-founder of #PRStudChat, a dynamic twitter chat with PR professionals, educators and students.

Acknowledgments	p. xiii
About the Author	p. xv
Foreword	p. xvii
Introduction to PR 2.0	p. 1
Are You Ready to Be 2.0 Ready?	p. 2
The Big Bang	p. 4
About This Book	p. 5
The Transition to PR 2.0	p. 11
PR 2.0 Is Here	p. 13
You Can Discover a Better Way	p. 15
Go Ahead, Let the Good Times Roll	p. 17
Your Best and Most Remembered Communications Resources	p. 19
Endnotes	p. 26
Getting Started with 2.0 Research	p. 27
The Best Commitment You'll Ever Make	p. 28
Are You Ready for Research?	p. 30
New Research Methods to Reach the Influencers	p. 32
An Interview with the Cision Experts	p. 33
2.0 Changes for the Better	p. 37
Research with Expert Resources	p. 41
The Internet Meets Your Budgetary Requirements	p. 41
Gurus Need Not Apply Here	p. 42
Find the Right Research Partner	p. 44
What the Experts Have to Say	p. 46
Endnotes	p. 55
Reaching the Wired Media for Better Coverage	p. 57
How Far You Go for the Relationship	p. 58
Give Your Influencers What They Want	p. 59
Help Is on the Way	p. 61
The Human Element Gives You an Edge	p. 62
Resources for Relationships and Better Coverage	p. 63
Better Monitoring for PR 2.0	p. 71
Social Media and What/Who to Monitor	p. 72
Your Advanced Tools for Monitoring	p. 74
Evaluating the Conversations	p. 77
An Expert's Perspective on Blog Monitoring and Measurement	p. 78
A New Direction in PR	p. 85
Interactive Newsrooms: How to Attract the Media	p. 87
You've Got the Basics Covered	p. 87
Newsrooms Serving a Wide Range of Needs	p. 89
Interview with an Expert	p. 90
You Can Manage the Newsroom Yourself	p. 94
The Leaders of Online Newsrooms	p. 95
Online Newsroom Leader #1	p. 95
Online Newsroom Leader #2	p. 97
Online Newsroom Leader #3	p. 98
Endnotes	p. 101
The Social Media News Release: An Overdue Facelift	p. 103
A New Format to Spark Conversations	p. 103
Be Prepared for Social Media	p. 104
Getting Started with Social Media	p. 106
You Don't Have to Be a Web Developer to Create 2.0 Tools	p. 108
When to Rely on the Experts	p. 110
Interview with an Expert	p. 111
Social Media Template: A PR Pro's Opinion	p. 117
Endnotes	p. 120
Social Networking: A Revolution Has Begun	p. 123
The Start of the Revolution	p. 123
Reaching Audiences Through Social Networking	p. 124
The Leaders of Blogging	p. 126
How Does Social Networking Change Your Brand?	p. 128
Identifying Trends in Social Networking	p. 129
Social Networks Go Far Beyond Friendships	p. 130
How to Measure Social Networks-An Expert's Point of View	p. 131
Moving Forward with Social Networking	p. 141
Endnotes	p. 142
RSS Technology: A Really Simple Tool to Broaden Your Reach	p. 143
You Can Cut Through the Clutter	p. 144
Increase Your Marketing Arsenal	p. 145
What It Means to Be in Charge	p. 147
The Pros Take a Stance	p. 148
A Publisher's Point of View	p. 152
Moving Ahead with RSS	p. 159
Video and Audio for Enhanced Web Communications	p. 161
More Than a Fad	p. 161
Web 2.0 Competition Is Heating Up	p. 162
An Expert's Top 10 Reasons to Use Video	p. 163
Lessons from a Thought Leader	p. 167
An Agency's Perspective	p. 174
Using Video/Audio for PR 2.0 Communication Success	p. 182
Endnotes	p. 184
Embracing PR 2.0	p. 185
Social Media: Immerse Yourself and Your Brand	p. 187
Be a Social Media Consumer	p. 187
Rethinking Communication Based on Consumer Behavior	p. 188
Giving Power to the People	p. 191
Get Your Audience in Your Backyard	p. 191
An Expert's Perspective on Social Media Tools	p. 196
Moving Forward Through Understanding and Experience	p. 203
Endnotes	p. 205
The Pro's Use of PR 2.0	p. 207
Social Media for the Start-Up	p. 208
Engaging the Large Corporation	p. 208
The Consultant/Guru's Point of View	p. 211
Best Practices from the Technology Evangelist	p. 213
Q&A with a Social Media Innovator	p. 217
Go Ahead, Get Passionate over Social Media	p. 224
The Mindset of the PR 2.0 Journalist	p. 227
How to Reach PR Greatness	p. 227
Advice from the Influencers	p. 228
Q&A with a Top-Tier Journalist	p. 233
PR 2.0 Means Great PR	p. 240
A PR 2.0 Plan	p. 243
The Best PR 2.0 Planning Approach	p. 243
Creative PR 2.0 Planning and Strategy	p. 244
Adverb Media	p. 244
TOMY International	p. 246
Quality Technology Services	p. 249
ASCO Power Technologies	p. 253
Moving Forward with Your PR 2.0 Planning	p. 256
Endnotes	p. 257
The Future of 2.0	p. 259
The Path to Great PR	p. 261
Your Path to Great Communication	p. 261
You've Come a Long Way	p. 262
PR 2.0 Hot Topics	p. 266
More Expert 2.0 Advice	p. 268
Your Brand and PR 2.0	p. 269
PR Has Changed for the Better	p. 271
Don't Just Go with It-Go for It!	p. 272
Endnotes	p. 274
Index	p. 275
Table of Contents provided by Ingram. All Rights Reserved.

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PR 2.0 New Media, New Tools, New Audiences

Summary

Author Biography

Table of Contents

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