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Breakthrough Web PR 2.0 Strategies and Tactics That Work
Forget the “pitch”: Yesterday’s PR techniques just don’t work anymore. That’s the bad news. Here’s the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR succeed more powerfully than ever before. This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the “public” back into public relations—and earn a new level of results that just wasn’t possible before now.
Drawing on their unparalleled experience making Social Media work for business, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You’ll learn new ways to build the relationships that matter and reach a new generation of influencers...leverage platforms ranging from Twitter to Facebook...truly embed yourself in the communities that are shaping the future.
Along the way, you’ll learn how to stop being a “publicist” or mere “communicator” and become what your clients or company really need: a genuine enthusiast for the product you represent.
· What’s wrong with PR--and how to fix it
Leverage Social Media and Web 2.0 to reinvent PR, build meaningful and valuable relationships--and supercharge its effectiveness
· Social Media PR--a complete primer
Build blogger relationships, reinvent the press release, and make social networks the hub of your online brands
· Why it’s about sociology and anthropology--not technology!
Master the art of listening and leverage today’s powerful, emerging micromedia
· Real PR metrics for the Web 2.0 world
Measure the results that really matter--and demonstrate your value as never before
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