The book Putting the Public Back in Public Relations provides invaluable insight into the continually evolving industry of public relations. The authors of the book, Brian Solis and Deirdre Breakenridge, give today’s communications professionals advice on how to create two-way communication online with traditional and new influencers in the world of “PR 2.0” and “Web 2.0”, and how to put the “public” back in public relations.
PR 2.0 was born through the analysis of how the Web and multimedia are redefining PR and marketing communications. Communications professionals now have unprecedented opportunity to not only work with traditional journalists, but also engage directly with customers. With Web 2.0, everyday people now have the ability to publish content and build authority.
Solis and Breakenridge present traditional public relations techniques and then offer suggestions of how to progress in order to be successful in the world of PR 2.0 and Web 2.0. New techniques include social media press releases, relationships with independent bloggers, corporate blogging, and video news releases. The integration of all of the new techniques is essential for successfully reaching your target audience.
The authors focus on the importance of building relationships with your target audience through meaningful communication, concentrating on effectively managing communication via social media. It is necessary to build these relationships because the power of influence is now in the hands of regular people. Social networks and blogs comprise the tools for people to create, share, and publish content online. Successful conversations will lead to information sharing, peer-to-peer exchanges, and better relationships. This book offers helpful tips to ensure professional success in conversing with your audience and therefore put the “public” back in public relations.
The Web is now an integral part of communicating in today’s society. Therefore, it is necessary for professionals to thoroughly understand how to communicate with stakeholders through the Web and various social media channels. Although this book does not give elicit advice on how to handle crises, the insight given on effectively communicating online is useful for crisis communication professionals to use. The authors use simple language, provide useful strategies and tactics, and utilize detailed case studies that make this book easy to understand. For these reasons, I recommend this book as supplemental reading for a crisis communications course.
Kendall Palmer
University of North Carolina-Chapel Hill
PR 2.0 was born through the analysis of how the Web and multimedia are redefining PR and marketing communications. Communications professionals now have unprecedented opportunity to not only work with traditional journalists, but also engage directly with customers. With Web 2.0, everyday people now have the ability to publish content and build authority.
Solis and Breakenridge present traditional public relations techniques and then offer suggestions of how to progress in order to be successful in the world of PR 2.0 and Web 2.0. New techniques include social media press releases, relationships with independent bloggers, corporate blogging, and video news releases. The integration of all of the new techniques is essential for successfully reaching your target audience.
The authors focus on the importance of building relationships with your target audience through meaningful communication, concentrating on effectively managing communication via social media. It is necessary to build these relationships because the power of influence is now in the hands of regular people. Social networks and blogs comprise the tools for people to create, share, and publish content online. Successful conversations will lead to information sharing, peer-to-peer exchanges, and better relationships. This book offers helpful tips to ensure professional success in conversing with your audience and therefore put the “public” back in public relations.
The Web is now an integral part of communicating in today’s society. Therefore, it is necessary for professionals to thoroughly understand how to communicate with stakeholders through the Web and various social media channels. Although this book does not give elicit advice on how to handle crises, the insight given on effectively communicating online is useful for crisis communication professionals to use. The authors use simple language, provide useful strategies and tactics, and utilize detailed case studies that make this book easy to understand. For these reasons, I recommend this book as supplemental reading for a crisis communications course.
Kendall Palmer
University of North Carolina-Chapel Hill