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Foreword by Guy Kawasaki
Preface The Socialization of Media and PR 2.0
Introduction Social Media = The Reinvention of Public Relations
Part I The True Value of New PR
Chapter 1 What’s Wrong with PR?
Challenging the Status Quo
PR for PR People
Chapter 2 PR 2.0 vs. Public Relations
Good Old Days
Skepticism Creeps In
How Did We Get Here?
Where Are We Going?
Chapter 3 PR 2.0 in a Web 2.0 World
The New Collaborators
Communicating With, Not To
Chapter 4 Traditional vs. New Journalism
Journalist vs. Blogger
And Then Some
Chapter 5 PR Is about Relationships
People Need People
PR 2.0 = New Relationship Strategies
PR 2.0 All-Stars Collaborate
Part II Facilitating Conversations: New Tools and Techniques ...