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
Master the eight powerful new social media skills and mindsets every marketer and PR professional needs right now!
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.