PR 2.0: New Media, New Tools, New Audiences

306 Pages·2008·1.46 MB·English

by  Breakenridge, Deirdre

Praise for
PR 2.0
“An ‘easy read’ filled with practical examples of how marketing
professionals can leverage these new tools to enhance PR activities. The
‘Interviews with the Experts’ sections were especially useful in helping to
highlight how companies have benefited from PR2.0.”
Maura Mahoney, Senior Director,
RCN Metro Optical Networks
“P.R. 2.0 is a must-read for any marketing or PR professional. It is filled
with expert advice, real-world examples, and practical guidance to help us
better understand the new media tools and social networking concepts
available and how we can use them for our specific branding needs. This
book is excellent for someone who is trying to understand the new web-
based media and social networking concepts, as well those who are
experienced in applying the new media tools and are curious about what
everyone else is doing and what tools are producing the best ROI. This
isn’t a book filled with simple tips and tricks—it’s an essential guidebook
for the marketing/PR professional to better understand the new media
options and how to apply them effectively to achieve results.”
Jenny Fisher, Director Sales and Marketing
Operations, Catalent Pharma Solutions
“Wading through the thicket of expanding Internet tools—from MySpace
to Facebook, from Twitter to Flickr—is no easy challenge. And once you
finally understand these strange new art forms, how the heck do you
harness them? Answer: You buy this book. Deirdre Breakenridge knows
the Net—how to measure it, monitor it, and use it to maximize public
relations performance. Best of all, she explains it in a style that even a
Luddite can comprehend.”
Fraser P. Seitel, author of The Practice of
Public Relations and coauthor of IdeaWise
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PR 2.0
New Media, New Tools, New Audiences
DEIRDRE BREAKENRIDGE
© 2008 by Pearson Education, Inc. Vice President, Publisher
Publishing as FT Press Tim Moore
Upper Saddle River, New Jersey 07458 Associate Publisher and
Director of Marketing
FT Press offers excellent discounts on this book when Amy Neidlinger
ordered in quantity for bulk purchases or special sales. Acquisitions Editor
For more information, please contact U.S. Corporate Martha Cooley
and Government Sales, 1-800-382-3419, Editorial Assistant
Pamela Boland
[email protected]. For sales outside the
Development Editor
U.S., please contact International Sales at
Russ Hall
[email protected].
Digital Marketing
Company and product names mentioned herein are the Manager
Julie Phifer
trademarks or registered trademarks of their respective
Marketing Coordinator
owners.
Megan Colvin
All rights reserved. No part of this book may be Cover Designer
Chuti Prasertsith
reproduced, in any form or by any means, without
Managing Editor
permission in writing from the publisher.
Gina Kanouse
Printed in the United States of America Senior Project Editor
Lori Lyons
First Printing March 2008 Copy Editor
Chelsey Marti
ISBN-10: 0-32-151007-0
Proofreader
ISBN-13: 978-0-32-151007-5
Lori Lyons
Pearson Education LTD. Indexer
Lisa Stumpf
Pearson Education Australia PTY, Limited.
Compositor
Pearson Education Singapore, Pte. Ltd.
Nonie Ratcliff
Pearson Education North Asia, Ltd.
Manufacturing Buyer
Pearson Education Canada, Ltd. Dan Uhrig
Pearson Educatión de Mexico, S.A. de C.V.
Pearson Education—Japan
Pearson Education Malaysia, Pte. Ltd.
Library of Congress Cataloging-in-Publication Data
Breakenridge, Deirdre.
PR 2.0 : new media, new tools, new audiences / Deirdre Breakenridge.
p. cm.
ISBN 0-321-51007-0 (hardback : alk. paper) 1. Public relations. 2. Mass media and
business. I. Title.
HD59.B743 2008
659.2—dc22
2007049788
With love and thanks to:
Megan
Mark
Mom & Dad
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Contents
Acknowledgments . . . . . . . . . . . . . . . . . . . . . . . . . . .xiii
About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . .xv
Foreword by Brian Solis . . . . . . . . . . . . . . . . . . . . . .xvii
Introduction to PR 2.0 . . . . . . . . . . . . . . . . . . . . . .1
Are You Ready to Be 2.0 Ready? . . . . . . . . . . . . . . . . .2
The Big Bang . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
About This Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
Section I The Transition to PR 2.0 . . . . . . . . . . . . . . . . . . . .11
Chapter 1 ■ PR 2.0 Is Here . . . . . . . . . . . . . . . . . . . . . . . . . . .13
You Can Discover a Better Way . . . . . . . . . . . . . . . . .15
Go Ahead, Let the Good Times Roll . . . . . . . . . . . . .17
Your Best and Most Remembered
Communications Resources . . . . . . . . . . . . . . . . . . . .19
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
Chapter 2 ■ Getting Started with 2.0 Research . . . . . . . . . . . .27
The Best Commitment You’ll Ever Make . . . . . . . . .28
Are You Ready for Research? . . . . . . . . . . . . . . . . . . .30
New Research Methods to Reach the Influencers . .32
An Interview with the Cision Experts . . . . . . . . . . . .33
2.0 Changes for the Better . . . . . . . . . . . . . . . . . . . . .37
Chapter 3 ■ Research with Expert Resources . . . . . . . . . . . . .41
The Internet Meets Your Budgetary Requirements .41
Gurus Need Not Apply Here . . . . . . . . . . . . . . . . . .42
Find the Right Research Partner . . . . . . . . . . . . . . . .44
What the Experts Have to Say . . . . . . . . . . . . . . . . . .46
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55
vii
viii PR 2.0: New Media, New Tools, New Audiences
Chapter 4 ■ Reaching the Wired Media for Better Coverage . . .57
How Far You Go for the Relationship . . . . . . . . . . . .58
Give Your Influencers What They Want . . . . . . . . . .59
Help Is on the Way . . . . . . . . . . . . . . . . . . . . . . . . . . .61
The Human Element Gives You an Edge . . . . . . . . .62
Resources for Relationships and Better Coverage . .63
Chapter 5 ■ Better Monitoring for PR 2.0 . . . . . . . . . . . . . . . .71
Social Media and What/Who to Monitor . . . . . . . . .72
Your Advanced Tools for Monitoring . . . . . . . . . . . .74
Evaluating the Conversations . . . . . . . . . . . . . . . . . . .77
An Expert’s Perspective on Blog Monitoring
and Measurement . . . . . . . . . . . . . . . . . . . . . . . . . . . .78
Section II A New Direction in PR . . . . . . . . . . . . . . . . . . . . .85
Chapter 6 ■ Interactive Newsrooms: How to
Attract the Media . . . . . . . . . . . . . . . . . . . . . . . . .87
You’ve Got the Basics Covered . . . . . . . . . . . . . . . . .87
Newsrooms Serving a Wide Range of Needs . . . . . .89
Interview with an Expert . . . . . . . . . . . . . . . . . . . . . .90
You Can Manage the Newsroom Yourself . . . . . . . . .94
The Leaders of Online Newsrooms . . . . . . . . . . . . . .95
Online Newsroom Leader #1 . . . . . . . . . . . . . . . . . .95
Online Newsroom Leader #2 . . . . . . . . . . . . . . . . . . .97
Online Newsroom Leader #3 . . . . . . . . . . . . . . . . . .98
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .101
Chapter 7 ■ The Social Media News Release:
An Overdue Facelift . . . . . . . . . . . . . . . . . . . . . .103
A New Format to Spark Conversations . . . . . . . . . .103
Be Prepared for Social Media . . . . . . . . . . . . . . . . . .104
Contents ix
Getting Started with Social Media . . . . . . . . . . . . . .106
You Don’t Have to Be a Web Developer
to Create 2.0 Tools . . . . . . . . . . . . . . . . . . . . . . . . . .108
When to Rely on the Experts . . . . . . . . . . . . . . . . . .110
Interview with an Expert . . . . . . . . . . . . . . . . . . . . . .111
Social Media Template: A PR Pro’s Opinion . . . . .117
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .120
Chapter 8 ■ Social Networking: A Revolution Has Begun . . .123
The Start of the Revolution . . . . . . . . . . . . . . . . . . .123
Reaching Audiences Through Social Networking . .124
The Leaders of Blogging . . . . . . . . . . . . . . . . . . . . . .126
How Does Social Networking Change
Your Brand? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .128
Identifying Trends in Social Networking . . . . . . . . .129
Social Networks Go Far Beyond Friendships . . . . .130
How to Measure Social Networks—An Expert’s
Point of View . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .131
Moving Forward with Social Networking . . . . . . . .141
Endnotes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142
Chapter 9 ■ RSS Technology: A Really Simple Tool
to Broaden Your Reach . . . . . . . . . . . . . . . . . . .143
You Can Cut Through the Clutter . . . . . . . . . . . . . .144
Increase Your Marketing Arsenal . . . . . . . . . . . . . . .145
What It Means to Be in Charge . . . . . . . . . . . . . . . .147
The Pros Take a Stance . . . . . . . . . . . . . . . . . . . . . . .148
A Publisher’s Point of View . . . . . . . . . . . . . . . . . . .152
Moving Ahead with RSS . . . . . . . . . . . . . . . . . . . . .159