Breakenridge D.K. Social Media and Public Relations

FT Press, 2012. - 176 pages.
ISBN: 0132983214.
In Social Media and Public Relations, PR veteran Deirdre K. Breakenridge presents focused, actionable best practices for every PR pro, marketer, and strategist: the eight social media skills and mindsets most tightly linked to success right now. Drawing on her unsurpassed experience counseling Fortune 500 companies and other top organizations, Breakenridge shows exactly how to engage today’s sophisticated, socialized customers. This concise, fast-paced book reveals how to integrate social media and PR with other key business functions.
Breakenridge helps you:
Expand your strategic role: Become the go-to social expert.
Develop, coordinate, and curate content from all your sources.
Demolish silos and generate deep internal collaboration.
Systematically map your audiences’ connections.
Listen and respond to customers accurately, transparently, and immediately.
Practice reputation management on steroids.
Don’t just tolerate metrics: Drive them.
Avoid disaster: Build proactive crisis prevention plans that work.
Foreword by David Armano, EVP of Global Innovation & Integration for Edelman Digital, and author of the Logic + Emotion blog.Foreword by David Armano.
Introduction: When Social Media Meets PR, Communication Unites with Technology.
The PR Policymaker.
The Internal Collaboration Generator.
The PR Technology Tester.
The Communications (COMMS) Organizer.
The Pre-Crisis Doctor.
The Relationship Analyzer.
Reputation Task Force Member.
Master of the Metrics.
Using Your New PR Practices to Become an Influencer and Change Agent.
The Future of PR and Social Media.
Appendix The Social Media Strategy Wheel.