Deirdre K. Breakenridge is Chief Executive Officer of Pure Performance Communications, a strategic communications and technology consulting firm in the New York Metro area. A 20+ year veteran in PR and marketing, Breakenridge has counseled senior-level executives at Fortune 500 companies. As a five-time published author and entrepreneur, Breakenridge travels worldwide, speaking to corporations and associations on the changing media landscape and the integration of public relations, marketing, and social media. She is an avid blogger at PR 2.0 Strategies and the cofounder of #PRStudChat, a dynamic Twitter community dedicated to educating PR practitioners, students, and educators. Her other books include Putting the Public Back in Public Relations; PR 2.0 New Media, New Tools, New Audiences; and The New PR Toolkit.
In this concise, focused, action-oriented book, industry thought leader 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. Breakenridge shows professionals 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 experience as a social marketing/PR pioneer, Breakenridge shows how to:
Respond to consumers who demand control over their own brand relationships
Marry communications with technology far more effectively
Reflect social media in policies and governance
Generate greater internal collaboration, eliminating silos once and for all
Become the organization's go-to source for reliable guidance on social technology
Listen to consumers' conversations and use the lessons to communicate more successfully
Build communications crisis plans that can be implemented at a moment's notice
Develop profound new insights into how consumers construct and perceive their brand relationships
Practice reputation management on steroids
Go beyond accepting metrics to taking the lead with them
And much more...
Foreword by David Armano viii Introduction: When Social Media Meets PR, Communication Unites with Technology 1 Chapter 1 PR Practice #1: The PR Policymaker 8 Chapter 2 New Practice #2: The Internal Collaboration Generator 23 Chapter 3 New Practice #3: The PR Technology Tester 37 Chapter 4 New Practice #4: The Communications (COMMS) Organizer 54 Chapter 5 New Practice #5: The Pre-Crisis Doctor 71 Chapter 6 New Practice #6: The Relationship Analyzer 87 Chapter 7 New Practice #7: Reputation Task Force Member 103 Chapter 8 New Practice #8: Master of the Metrics 118 Chapter 9 Using Your New PR Practices to Become an Influencer and Change Agent 134 Chapter 10 The Future of PR and Social Media 146 Appendix The Social Media Strategy Wheel 157 Index 160