Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR |  | Authors: Brian Solis, Deirdre Breakenridge
Publisher: FT Press
Category: Book
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Rating:  19 reviews
Sales Rank: 43,478
Media: Hardcover
Edition: 1
Pages: 352
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.1 x 6.3 x 1.2
ISBN: 0137150695
Dewey Decimal Number: 659.2
EAN: 9780137150694
ASIN: 0137150695
Publication Date: March 1, 2009
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Product Description
“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:
Showing reviews 1-5 of 19
 Putting the Public Back in Public Relations July 13, 2009
Kensington
5 out of 5 found this review helpful
Finally a PR book that doesn't suck! In fact, it's jam-packed with actual, tactical things you can do for your client TODAY, to start mattering in social universe. Too many PR books get bogged down by all theory (fluff) and no substance (meat). While this book does perhaps repeat one too many times the whole "we're no longer talking at people, but rather engaging in a conversation" mantra, it is by far the most useful PR book I've ever read. I won't read any PR book that is more than a year old and w/ a publishing date of March 2009, everything still seems relevant (today, anyway). Great read Brian.
A Must Have, Inspirational Tool March 6, 2009
Jason Kintzler
3 out of 3 found this review helpful
[...]
Brain Solis and Deidre Breakenridge have inked one for the ages with "Putting the Public Back in Public Relations". They've captured some of the most critical blog posts, survey results and insights into PR 2.0. The future of PR is bright, and this book puts the spice back in the craft. A must have, inspirational tool for all communications professionals.
If you're reading this review, you're learning first hand what makes social media so powerful. You've had a conversation with a peer or you've read a few tweets about PR 2.0. Social media is changing the way we approach marketing and advertising, in fact, it has helped the public relations industry get back to playing the lead role in branding.
How is your company viewed by the public? It's not about what you say anymore, it's about what "they" say. Public relations isn't just about journalists and PR pros - it's about consumers, friends, fans and followers. Nice work.
Everything you wanted to know about Public Relations but were NOT afraid to ask July 31, 2009
K. Freberg
3 out of 3 found this review helpful
In the course of taking public relations classes for about seven years now - from my first Introduction to Public Relations course at the University of Florida to going on for my Masters in Strategic Public Relations at USC, to now taking PR Strategies, Crisis Communications, and PR Management (Theory) at the University of Tennessee. In every class, we would of course be using a classic PR textbook, or we would have to buy the course packet of readings that the professor felt was more appropriate for the class.
However, I came across a public relations book a few days ago that is both refreshing and enlightening that offers strategic insights into the field, discusses real world cases and issues that public relations professionals are dealing with in this changing business economy, and where PR as a profession is going to the future. The book that I am talking about is "Putting the Public Back in Public Relations" by Brian Solis and Deirdre Breakenridge.
The book has a lot to offer to not only established public relations professionals who have been working in the field for years, but for the younger generation of public relations professionals that are just about to enter the workplace in their first job. Future practitioners and professionals need to understand what is the current status of the field and where it will be heading (here is a great post by Brian Solis from his web site PR 2.0 on this very issue). There were several points that I liked about the book - first, it was very thorough in the realm of discussing the impact of social media on the public relations field. If you want to have a book that details you all of the elements of social media and how to use them effectively - this book then is a must-have!
Second, what I do like in the book is that it is very upfront and direct on what public relations professionals need to do. Unlike some PR textbooks where the author may go on and on for pages about something that they could have said in two sentences, both Solis and Breakenridge provide a nice structured frame in their writing with a lot of content for the reader to process and reflect upon. Plus, there are so many topics that are covered in this book that are very hip and relevant to the public relations professional today. From understanding the new language of the new PR to understanding how a social media press release works to looking at where PR will be in the future (PR 2.0 +PR 1.o = Putting the Public back in Public Relations) - it is all very insightful and what a great resource for PR professionals. I do agree with the authors that we as Public Relations professionals need to make sure that we are establishing long-term and effective relationships with our audiences, and we need to be online and use social media to understand it fully.
The only thing that I wished that the authors would have done in this book is to address an issue that is indeed present in regards to social media and public relations - and that is there seems to be a struggle between what the practitioners in public relations feel about social media and how they use it for their daily PR practices, and how the PR academicians and researchers perceive this new form of technology and how they are using this in the classroom. I have definitely seen a huge gap in this area - and for professors, we want to give our students to tools and resources that they will need to be successful in the workplace and at the first job - besides, these are going to be the leaders of the PR field, and it is our obligation to make sure that they know where the field stands in terms of social media and public relations - and what they need to know.
On another note, as a student and future PR professor / researcher - this would be something that I would be interested in looking at specifically. For example, what would be some of the skills that the authors would suggest that are essential for students to have at their first position? What types of class activities / assignments would they recommend professors give their students? Also, what is their perception of the gap between the practitioners in PR and the academic community in regards to social media - is there even a gap, and if there is one - how do we bridge together to become a more integrated field?
So, in summary - I would highly recommend the new book "Putting the Public back in Public Relations" to not only PR practitioners and professors, but also to students (undergraduate and graduate) in Public Relations and Marketing to get a great resource on the latest in social media and PR from two established professionals in the field.
Hope you all are having a great day!
Best Wishes,
School of Advertising and Public Relations
Karen Freberg
Doctoral Student
[...]
University of Tennessee
New technology, but time-tested values April 23, 2009
Paul A. Baker (Madison, Wis., US)
1 out of 1 found this review helpful
PR practitioners have an opportunity to reshape a worn and beaten profession and transform it into something much bigger and more meaningful. Solis and Breakenridge show how PR 2.0 can thrive in today's evolving and competitive online social climate. Although the technology is new, the principles driving the New PR movement are rooted in customer service, the social sciences, and community participation.
The online conversations that we can listen to, and eventually participate in, take the form of videos, podcasts, bookmarks, blog posts and comments, tweets, pictures, reviews, meetups and events, and news aggregation. We PRs need to follow the authoritative dialogue, wherever it takes place.
One of the most important tips of their book: To be a true member of the online community, we must humanize our intent and story. We must learn how, where, and why to participate. We abandon top-down engagement and embrace one-on-one interaction.
The way to succeed with New PR is to become a reliable resource of information and knowledge for those who either directly or indirectly affect your brand's success.
Packed Full of Actionable, Valuable Information June 13, 2009
P. Morgan Brown (Aliso Viejo, CA USA)
1 out of 1 found this review helpful
Putting the Public Back in Public Relations is an important book that both documents how social media has changed the PR game and what you need to do to survive and thrive in this new world. This new world, where the consumer has a voice and the media layer that used to insulate brands from consumers has been ripped away - brands, marketers, public relations firms and professionals need to rethink "business as usual" in order to meet the demands of their customers.
This book is the guide for you if you manage a brand, run or work at a PR firm, are a marketer, community manager, work at an advertising agency or are an executive trying to make sense of this new world where consumers have a voice and a vehicle to spread messages about your company (positive and negative) very quickly with little effort.
The title could easily have been Putting the Relations back in Public Relations as well as the authors rightfully advocate for more and improved relationships with consumers, influencers and media instead of the tired tactics of press release spam and other old-world, big-brand public relations strategy.
If you're looking for a clear analysis of what has changed in public relations and what it means to brands, as well as a detailed strategy guide to how you can improve your public relations and adapt to meet the new demands of the information marketplace, this book is for you.
Showing reviews 1-5 of 19
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