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. Learn how to add value in the Web 2.0 world and prove that PR is a valuable resource in your organization. Integrate PR 2.0 strategies into traditional outreach to create best practices for communication. Learn to use the new tools of social networking for building relationships, breaking your news, and shaping brands. Written by two top industry experts who are recognized for their thinking and their work in both PR and technology circles. Table of Contents : Foreword by Guy Kawasaki xv Preface: The Socialization of Media and PR 2.0 xvii Introduction: Social Media = The Reinvention of Public Relations 1 Part I The True Value of New PR Chapter 1 What's Wrong with PR? 7 Chapter 2 PR 2.0 vs. Public Relations 23 Chapter 3 PR 2.0 in a Web 2.0 World 37 Chapter 4 Traditional vs. New Journalism 49 Chapter 5 PR Is about Relationships 67 Part II Facilitating Conversations: New Tools and Techniques Chapter 6 The Language of New PR 83 Chapter 7 Blogger Relations 93 Chapter 8 Social Media Releases (SMRs) 107 Chapter 9 Video News Release (VNR) 2.0 125 Chapter 10 Corporate Blogging 137 Part III Participating in Social Media Chapter 11 Technology Does Not Override the Social Sciences 153 Chapter 12 Social Networks: The Online Hub for Your Brand 165 Chapter 13 Micromedia 177 Chapter 14 New “Marketing” Roles 187 Part IV PR 2.0: A Promising Future Chapter 15 Community Managers and Customer Service 2.0 199 Chapter 16 Socialization of Communication and Service 213 Chapter 17 The Rules for Breaking News 231 Chapter 18 A New Guide to Metrics 247 Part V Convergence Chapter 19 PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations 271 Appendix A The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure 283 Appendix B It's Alive! 291 Index 299 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 About the authors : Brian Solis is Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley. One of the original thought leaders who paved the way for Social Media and PR 2.0, Solis cofounded the Social Media Club and is a founding member of the Media 2.0 Workgroup. He currently blogs about the evolution and future of PR and marketing at PR 2.0 (www.briansolis.com), which is considered one of the most influential marketing blogs in the world. 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.