Book description
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… marry 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.
Table of contents
- Title Page
- Copyright Page
- Praise for Social Media and Public Relations
- Dedication
- Contents
- Acknowledgments
- About the Author
- Foreword
-
Introduction. When Social Media Meets PR, Communication Unites with Technology
- PR Practice #1: The PR Policymaker
- PR Practice #2: The Internal Collaboration Generator
- PR Practice #3: The PR Technology Tester
- PR Practice #4: The Communications (COMMS) Organizer
- PR Practice #5: The Pre-Crisis Doctor
- PR Practice #6: The Relationship Analyzer
- PR Practice #7: The Reputation Task Force Member
- PR Practice #8: The Master of the Metrics
- 1. PR Practice #1: The PR Policymaker
-
2. New Practice #2: The Internal Collaboration Generator
- What Are the Responsibilities of the Internal Collaboration Generator?
- Determine Your Level of Sharing
- Sharing Phase I: Simple Document Sharing and Project Management
- Sharing Phase II: Collaboration and Web Presentations
- Sharing Phase III: Enterprise 2.0 Collaboration and Innovation
- Selecting Your Level of Sharing
- What Are the Best Practices of the Internal Collaboration Generator?
- Internal Collaboration Generator Checklist
-
3. New Practice #3: The PR Technology Tester
- What Are the PR Tech Tester’s Responsibilities?
- Social Media Monitoring and Measurement Tools
- Website Analytics and Measurement
- Social Media Influence Tools
- Collaborative Social Media Platforms
- Content Management Systems (CMS)/Blog Platforms
- Social Media Release Platforms/News Wires with PR 2.0 Capabilities
- What Are the Best Practices of the PR Tech Tester?
- PR Tech Tester Check List
-
4. New Practice #4: The Communications (COMMS) Organizer
- What Are the Responsibilities of the COMMS Organizer?
- Setting Up Overall Company Monitoring and Customer Intelligence
- Building a Two-Prong Approach for Content
- Creating a Universal Sharing System
- Developing a Social Media Playbook or Share Book
- Creating the Social Media Purpose Brief
- What Are the Best Practices of the COMMS Organizer?
- The COMMS Organizer Check List
-
5. New Practice #5: The Pre-Crisis Doctor
- What Are the Responsibilities of the Pre-Crisis Doctor?
- A “Crisis” Org Chart
- Comment Response Chart (Action = Reaction = Action)
- The Shell of the Message
- Your Target Media (Old and New)
- Identify, Evaluate, Test (IET) for Social Crisis Measurement
- What Are the Best Practices of the Pre-Crisis Doctor?
- The Pre-Crisis Doctor Check List
- 6. New Practice #6: The Relationship Analyzer
- 7. New Practice #7: The Reputation Task Force Member
- 8. New Practice #8: The Master of the Metrics
- 9. Using Your New PR Practices to Become an Influencer and Change Agent
-
10. The Future of PR and Social Media
- Practice #1: The PR Policymaker
- Practice #2: The Internal Collaboration Generator
- Practice #3: The PR Technology (Tech) Tester
- Practice #4: The Communications (COMMS) Organizer
- Practice #5: The Pre-Crisis Doctor
- Practice #6: The Relationship Analyzer
- Practice #7: The Reputation Task Force Member
- Practice #8: The Master of the Metrics
- A. The Social Media Strategy Wheel
- Index
Product information
- Title: Social Media and Public Relations: Eight New Practices for the PR Professional
- Author(s):
- Release date: April 2012
- Publisher(s): Pearson
- ISBN: 9780132983273
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