My Books

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

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… unite 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.

Putting the public back in Public Relations

Purchase Putting the Public Back at Barnes & Noble

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 the product you represent.

PR 2.0: New Media, New Tools, New Audiences

Purchase PR 2.0 at Barnes & Noble

PR 2.0 is the convergence of Public Relations and the Internet with potential to change how communications professionals reach customers and online communities with social media strategies. This is a tentative time for communication professionals as they face a rapidly changing environment for their brands. Although traditional channels and methods are still present, audience behavior and interaction online necessitates a new way for brands (both B2B and B2C) to communicate.Traditionally, PR pros communicate through the “Influencers” who provide those valuable third party endorsements. Communication has always been closely controlled and monitored. The nature of the game has changed whether communications professionals like it or not. No longer will the PR professional have to speak through an influencer (i.e., the media). Although we still rely on our influencers, now we can also move forward with a direct to consumer approach through social media tools.PR 2.0 breaks the traditional mold and allows communications professionals to think, react and promote in a whole new way. Today’s audiences are citizen journalists in social communities that are connected across the Internet. PR professionals through PR 2.0 will learn how to use the power of technology, the increased bandwidth and a whole new array of social media resources to join in the marketing conservations that span the Web.

The New PR Toolkit:

Purchase New PR ToolKit at Barnes & Noble

PR professionals are well aware that a host of new tools have been created to transform their profession, presenting new opportunities and challenges for anyone using PR to strengthen brands and stakeholder relationships. The New PR Toolkit takes PR to the next level, offering a complete blueprint for PR strategy and execution that draws on up-to-the-minute case studies and today’s most creative public relations work. From opt-in newsletters to Internet-based brand monitoring tools, Webcasts to self-service press Websites, this is a book that shows professional communicators how to make the most of all the new tools available to them.

Cyberbranding:

Purchase Cyberbranding at Barnes & Noble

If you’re a marketing professional, you understand perfectly well that the Internet has changed all the rules you live by — and especially the rules that impact how you brand your products, services, and organization. Cyberbranding doesn’t merely show you how the rules have changed: it presents a complete framework for branding that works now — and for years to come. In Cyberbranding, crucial questions that marketers have about branding in the 21st century are answered: How do you move your brand online — without compromising the values it already stands for in the “real” world? How can you reengineer your brand in the wake of the Internet revolution — and how can you create a new brand that leverages the full power of the Web? The book draws a series of insightful interviews with leading Internet branding executives.
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11 Comments

  1. Deirdre Breakenridge » Welcome to PR 2.0
    Aug 10, 2007 @ 16:42:33

    […] Education.  This is my third book and I’m more than half way done. My first book was Cyberbranding, a business book that took a look at how to properly brand and communicate on the Internet.  […]

  2. PR 2.0 Strategies : Deirdre Breakenridge » The Evolution of PR
    Apr 04, 2008 @ 11:36:32

    […] realized yesterday, with a brand new hard copy of my book, PR 2.0 New Media, New Tools, New Audiences, in hand that nothing would ever be the same (and really hasn’t been the same in the field of […]

  3. Book review: PR 2.0: New Media, New Tools, New Audiences « The PRSA-NCC Blog
    Jun 27, 2009 @ 13:32:54

    […] I recently had the great opportunity to meet Deirdre Breakenridge of PFS Marketwyse, who was in Washington, DC speaking on a panel at the Vocus Users Conference. Deirdre is the author of my favorite PR manual, PR 2.0: New Media, New Tools, New Audiences, and she recently released Putting the Public Back Into Public Relations, which she co-authored with PR 2.0 guru Brian Solis. She’s also written several other books on public relations. […]

  4. notizblog - Weblog der Social Web WORLD: PR 2.0 as a true convergence of PR and the Internet - Interview with Deirdre Breakenridge
    Jul 22, 2009 @ 07:02:29

    […] Solis on the recently published book “Putting the Public Back Into Public Relations“, author of three other best-selling PR books, adjunct professor and president of PFS Marketwyse. In a sentence – she is definitely one of those […]

  5. Even Losers Get Their Time to Shine « The PRepguide
    Jan 16, 2010 @ 13:32:20

    […] to my surprise, co-founders and co-hosts of #PRStudChat Deirdre Breakenridge, PR 2.O expert and co-author of Putting the Public Back in Public Relations and Valerie Merahn Simon Senior Vice President at BurrellesLuce media monitoring and measurement […]

  6. Weblog | Reismanagers · Marcel van Kanten (KLM) over PR 2.0
    Jan 30, 2010 @ 07:22:13

    […] Deirdre Breakenridge is een inspirerende bekende Amerikaanse PR 2.0 guru. Haar boek ‘Putting the public back in Public Relations’ hoort op het nachtkastje te liggen van iedere PR 2.0 manager. Een voor sommige PR-managers […]

  7. A New Role for PR in Higher Education « Building Marketing Strategies for Higher Education
    Mar 02, 2010 @ 02:55:26

    […] latest book (co-authored with Brian Solis) has a title that sums it up well: Putting the Public Back Into Public Relations. PR, as Beth Harte defines it, is now all about “people […]

  8. Groundswell Book Review: Part I «
    Apr 20, 2010 @ 20:26:33

    […] that many of you (my readers) would find it very interesting since Breakenridge is the author of PR 2.0 New Media, New Tools, New Audiences, which I did my Trade Book Review […]

  9. Laura F
    Oct 26, 2013 @ 13:32:46

    I just finished PR 2.0 for a Social Media class. Not being a PR person I still found the tools and strategies very interesting and useful. It is a very practical resource book, which offers many options to look into for social media tools. I appreciated that the pros and cons of the different tools were reviewed, and their use depending on the firm/business size was considered. The interviews with experts were very insightful, seeing how these tools are used and viewed from different sides of the story; providers, users, and customers.

    It was really eye opening reading it 5 years post publishing, things that were just appearing are common practice now. The one that stuck out the most to me was the interview with Neal Gorenflo in which he mentions that social analytics is not a mainstream practice, which it certainly is now. It really brought to my attention how quickly things are changing and how important it is too stay current with the new trends. I think Breakenridge’s take away message was very important though. No matter how good you are or aren’t with the technology, none of these tools take the place of good quality PR work. I think that is something a lot of people take for granted with these new technologies. They assume anyone can be successful just by putting out some Twitter blasts or making a blog, but the truth is people can’t take in all that information, and are looking for the quality.

  10. Deirdre Breakenridge
    Oct 26, 2013 @ 15:40:11

    Thank you so much, Laura, for your great feedback on my book, PR 2.0. I’m so happy to hear that you found the material interesting and the tools useful. I really appreciate you sharing your thoughts with me!

  11. Is PR Ready for the Social Cyborg? « MindCorp | Newsfeed
    Jan 30, 2014 @ 07:20:44

    […] to Deirdre Breakenridge, in her new book “Social Media and Public Relations: Eight New Practices for the PR Professional,” public relations has had to evolve from strategy and planning all the way through to […]

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