While there is certainly much validity to the author's claims for the growing influence of social media, there is a distinct shortage of practical advice on how the reader is supposed to use it. Unfortunately, the few recommendations the authors do make sound like they were written by PR practitioners which, of course, they were. Much is made of the need for one-on-one communication rather than scatter-shot distribution of press releases, but there is absolutely no explanation of how this is supposed to be done in a time-efficient manner.
What's really missing is a hint of how PR campaigns built on social media platforms are supposed to reach the great unwashed--the non-techie consumer millions and millions of them who never blog, tweet, or even look at the Facebook page their kids set up for them. Publicizing the latest chipset for tablets via Gizmodo may well be the way to go, but how do you sell Buicks online? Oct 11, Amy rated it it was ok Shelves: business. Will fully review this on my blog in the next week or so.
Overall, nothing new for people who have even marginally been following the social media scene for the last two years. And just as with many of Solis' blog posts, it would have been better if it were shorter by half. Jul 20, E rated it really liked it. Even if Brian Solis and Deirdre Breakenridge tend to inflate the extent of the digital revolution, their book is helpful and worth reading.
For that purpose, getAbstract recommends this handy overview. In terms of details, its most hands-on, useful section is the appendix of social media links. Jan 09, Jenny rated it really liked it Shelves: business , non-fiction. I wish I had read this book right when it came out. It was written in and it's now so a lot of what was covered in the book has become second nature.
But this is a great wrap-up of all of the ways PR has changed with social media and this new era of "meaning making" has changed how we do our jobs. Mar 09, Rosanne Sayers rated it really liked it. A great introduction into how PR's need to change their behaviour from selling to conversing; from monologue to dialogue; from spin to influence.
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There are some great case studies and I found the book both theoretical and practical. Aug 28, Ron rated it really liked it Recommends it for: Nick. Good introduction to PR as affected by the Social Web.
Great as an introduction. A little repetitive if you already know a lot of this stuff, but I got some good language out of it for talking about the subject. Jul 29, Kiley is currently reading it.
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I'm reading this one for the Florida Public Relations Association book club. Very interesting read with great ideas on how social media is changing the way public relations professionals do business and how to incorporate social media into your current public relations practices. Jul 10, Shubhada rated it it was ok. Wasn't as informative as I'd have liked. As a previous review said, it explained a lot of the "why" but not the how. A lot of the information seemed pretty self explanatory and wasn't really new information to me.
But maybe that's because I grew up with social media Jan 11, Katie rated it liked it. So far, it's been very insightful on where PR fits into the SM world. David Onoue rated it really liked it Sep 19, Sara Allison rated it liked it Mar 10, Candace rated it really liked it May 14, Arthur Charlez rated it it was amazing Apr 25, Jeana Lawrence rated it liked it Jul 14, Abdulrahman Alkheraigi rated it liked it Apr 08, Yudhie Setiawan rated it really liked it Jul 13, Francine rated it really liked it Nov 28, Kristina Salmane rated it really liked it Jun 02, Willie Lee rated it liked it Aug 07, Hibah Kamal-Grayson rated it it was ok Nov 27, Katie rated it liked it Jan 24, Chris rated it really liked it Jan 25, Bradley Abrams rated it liked it Aug 08, Raul rated it really liked it Jun 01, Patti Robb rated it it was amazing Jul 29, Eden buenaventura rated it really liked it Feb 05, Elisabet rated it liked it Dec 29, Think about it.
Reread the first sentence in the preceding paragraph. Just by practicing PR according to this methodology, you elevate the value of PR and become an expert in the process.
If we could reintroduce perspective, meaning, and value back into PR, PR practitioners would be recognized not only as the communications experts that businesses need to land invaluable coverage in media, but also those who can also authentically influence markets instead of manipulating them. What would people think about PR then? Individual PR Practitioner Response The ideal PR professional of the twenty-first century is not only a market expert, but also an informed, socially adept conversationalist—and we all know, or should know, that listeners make the best conversationalists.
This new breed of tech- and market-savvy PR people you will be skilled at observing, facilitating, and maintaining relationships, and creating and fostering trust and credibility with myriad groups of people who populate and define the landscape of new influencers and customers we need to reach. The effects of these enhanced relationships and increased trust will be directly visible and measurable by those in charge of monitoring the brand communication, resonance, and ensuing loyalty. How Did We Get Here? The era of the dotcom boom and then the resulting bust was particularly damaging to the image of the PR industry and its professionals.
This From the Library of Garrick Lee 28 Putting the Public Back in Public Relations was a time when executives from companies wrote business plans on bar napkins, and these same individuals and their companies were being promoted in the news and gained publicity in some of the top media outlets in the country. Internet and PR spin became abundant, and when the dotcom bust inevitably occurred in , the media, the analysts, and the market suffered embarrassment and shame at having covered companies and contributing to their global visibility.
Valuable media contacts no longer trusted those individuals, unable to take them seriously again.
It also was a blow to the greater PR industry. The first thing you learn as a PR professional is to uphold your integrity and credibility at all times. For many, the dotcom bust was an extremely hard lesson to learn. If all PR is so bad, how did it ever survive and continue to prosper? PR professionals can earn a substantial income. Agencies are profitable. PR contributes to the brand personality, perception, and resonance of a company. It is the voice. It helps keep companies, products, and services on the radar screens of their customers.
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Sure, the dotcom bust simultaneously deflated the PR balloon and left people with a bad taste in their mouths. Public Relations 29 executives to temporarily move emphasis away from the Internet. So in a sense, the Web basically also took a hit, along with PR, but time would prove that the next Web would provide the foundation for a renaissance in PR. After the dotcom bust, we entered a more humble, humiliated, yet landmark phase of the Web.
Companies focused on increasing Internet functionality instead of on BS. Web 1. The Web is still here. PR is still here. In Web 1. For example, the Web opened up an entirely new medium for publishing and broadcasting content. Traditional media recognized this early on and jumped in.
New players also emerged to establish authority. As the tools to create Web sites emerged on the market, we started to see the formation of mainstream citizen journalism, which many later recognized as Social Media. In the s, Steve Sanders of StevesDigicams. Sanders ultimately became recognized as one of the leading voices on the subject of digital photography, and every major and minor company realized that they needed to pay attention to him.
PR followed. Simultaneously, Web-based communities gained traction—and users, enabling people to share information and connect with each other online in ways not possible before. Groups and other forums allowed people to build dedicated online communities to host conversations around topics or companies and to collaborate on projects. In addition to traditional media, everyday people joined the revolution to publish and share information on the Web. They communicated with each other and also built their own audience to create individual authority.
This is around the time that Brian marked the beginning of PR 2. He, along with other Web enthusiasts who also happened to be marketers , realized that new channels of influence were rising. Ten years in the making, PR 2. Where Are We Going?
Deirdre Breakenridge on Public Relations and attracting clients
We can now talk with customers directly through social networks, wikis, micromedia communities, online forums, groups, blogs, and so on. We officially entered the era of Social Media. Simply put, Social Media comprises the tools for people to create, share, and publish content online. Public Relations 31 One of the most pervasive forms of Social Media today is blogging. Blogging has erupted over the past couple of years. According to blogtracking network Technorati, Social Media, more platforms, and networks were born to allow people to contribute additional forms of content such as text, video, audio, and pictures, which is also known more broadly as user-generated content UGC.
But with blogs and social networks creating new influencers, PR has to change to reach the right people. Now is the time for companies to learn how to use the Internet for marketing and PR campaigns that spread useful information: more substance, less hype. These times could indeed represent a new golden age of PR, when PR professionals are once again considered strategic partners.
We are at a new dawning, with PR 2. The tools people use to share content online are the same tools we can use to reach them. Social Media also forces PR to see things differently. No longer can one set of messages to one audience serve a purpose. Social Media has forced PR to focus on the mainstream as well as the Long Tail, a group of niche markets reachable via dedicated channels.
We now have the real ability to put the public back into public relations. The public means communicating From the Library of Garrick Lee 32 Putting the Public Back in Public Relations to many different groups, even those hard-to-reach niche communities on the Web. PR starts to look less like a typical broadcast machine and more like a living, breathing entity capable of also participating in conversations with publics.
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These conversations through direct-to-consumer communication contribute to more meaningful engagement and brand visibility, and help people make purchasing decisions. These conversations also represent an opportunity to foster brand loyalty. The tables have turned.
Related Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR
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