Putting the Public Back in Public Relations is a detailed book about the PR industry’s r(e)volution, as the authors deemed it. According to the book, the industry’s changing landscape is a mix of the natural, slow evolution of PR and the powerful, innovative force of the Internet that has swept across the world. Solis and Breakenridge’s book should be looked at as a how-to guide for shifting PR efforts into the age of the Internet. What makes this book a success is the presentation of a well-rounded argument on the need for new PR guidelines coupled with detailed information on how to implement the suggested changes.
The book is divided into five sections that walk the reader through the r(e)ovultion from what Solis termed PR 1.0 to PR 2.0. The first section lays out how social media communication strategies can fill the gaps left by inadequate traditional communication tactics. It compares journalists and bloggers to illustrate the rise of a whole new sector of audience influencers, while also discussing the shift of messaging to more targeted, personalized communities. The authors then use Part II and Part III of the book to educate readers on the ways to actually participate in Social Media by implementing the PR strategies for which they are arguing. Part IV and Part V address how PR 1.0 and PR 2.0 will combine, creating new roles for practitioners to assume as well as new metrics and measurement tools.
Not only do Solis and Breakenridge support their argument with a wide base of research, but they also provide their readers with an outline on how to transition into the new world of PR. Like all successful calls to action, there must be a clearly defined reason for the movement as well as instruction on how to make the change. As for the reason for change, Putting the Public Back in Public Relations offers a theory with supporting evidence ranging from newspaper business metrics to communication theories developed by political scientists. Included throughout the book are excerpts from these various influencers that show the breadth of support for the authors’ opinions and conclusions. Information on the most influential Social Media sites and the new form of effective messaging gives readers step-by-step guidance on transitioning into PR 2.0. The book describes the shift from old mass communication techniques to more personalized conversations as a change from monologue to dialogue.
Putting the Public Back in Public Relations is a one-stop shop. It takes the reader through the full process of realizing a shift to Social Media is necessary, then it aids people looking to establish a brand on the Internet. This book would be a great resource for public information courses as it highlights the future strategies that will be most effective in PR campaigns. With an understanding of Social Media messaging strategies, recent college graduates could bring new life to companies who are only versed in PR 1.0. As Solis and Breakenridge suggest in the final chapters, the collaboration of PR 1.0 and PR 2.0 is the true future of the industry.
MEGAN MORKETTER
University of North Carolina-Chapel Hill
The book is divided into five sections that walk the reader through the r(e)ovultion from what Solis termed PR 1.0 to PR 2.0. The first section lays out how social media communication strategies can fill the gaps left by inadequate traditional communication tactics. It compares journalists and bloggers to illustrate the rise of a whole new sector of audience influencers, while also discussing the shift of messaging to more targeted, personalized communities. The authors then use Part II and Part III of the book to educate readers on the ways to actually participate in Social Media by implementing the PR strategies for which they are arguing. Part IV and Part V address how PR 1.0 and PR 2.0 will combine, creating new roles for practitioners to assume as well as new metrics and measurement tools.
Not only do Solis and Breakenridge support their argument with a wide base of research, but they also provide their readers with an outline on how to transition into the new world of PR. Like all successful calls to action, there must be a clearly defined reason for the movement as well as instruction on how to make the change. As for the reason for change, Putting the Public Back in Public Relations offers a theory with supporting evidence ranging from newspaper business metrics to communication theories developed by political scientists. Included throughout the book are excerpts from these various influencers that show the breadth of support for the authors’ opinions and conclusions. Information on the most influential Social Media sites and the new form of effective messaging gives readers step-by-step guidance on transitioning into PR 2.0. The book describes the shift from old mass communication techniques to more personalized conversations as a change from monologue to dialogue.
Putting the Public Back in Public Relations is a one-stop shop. It takes the reader through the full process of realizing a shift to Social Media is necessary, then it aids people looking to establish a brand on the Internet. This book would be a great resource for public information courses as it highlights the future strategies that will be most effective in PR campaigns. With an understanding of Social Media messaging strategies, recent college graduates could bring new life to companies who are only versed in PR 1.0. As Solis and Breakenridge suggest in the final chapters, the collaboration of PR 1.0 and PR 2.0 is the true future of the industry.
MEGAN MORKETTER
University of North Carolina-Chapel Hill