Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR

345 Pages·2009·2.12 MB·English

by  Brian Solis

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From the Library of Garrick Lee
Praise for Putting the Public Back in Public Relations
“Rip up your communications degree. Write off your PR job experience
from the last 30 years. As Dorothy said in The Wizard of Oz, ‘Toto, I have
a feeling we’re not in Kansas anymore.’
But take heart, Tin Man, ‘rehab’ is available—brought to you by Solis and
Breakenridge in this book—to get you back on your feet and re-invent
yourself. The first step toward full recovery begins on page one.”
—Jerry Santos, Senior Vice President,
Corporate Communications, Global Crossing
“What is wrong with PR? Plenty. Every day for the last decade or more
I’ve received more than fifty unsolicited pitches. Less than 1% ever wind
up being articles. That’s wasted effort for the person who wrote the
release, wasted time for the journalist weeding through it all, and wasted
money for the client.
It’s not a new gripe, but until ten years ago it was the only system we had.
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Now, social media has turned everything on its head. It’s changed the way
readers consume information, the way reporters find and write about it,
and it’s high time it change the way PR professionals pitch.
Putting the Public Back in Public Relations gets it all—what’s wrong with
the old model and the power of the new one. Brian and Deirdre explain in
clear detail how it’s no longer about pitching, it’s about engaging. They
explain what that means and how to do it right. If everyone read this, my
job as a reporter would be a whole lot easier.”
—Sarah Lacy, journalist and author of Once You’re Lucky,
Twice You’re Good: The Rebirth of Silicon Valley and Rise of Web 2.0
“This book is essential reading for any and all communication profession-
als. Learning how to speak withand not atyour audience is the key to suc-
cess in the PR 2.0 world. Brian and Deirdre talk strategy, tactics, and
what works, with detailed case studies that illuminate each point. It’s also
written in a clear style that everyone will be able to understand, from
social media novice to advanced technology user. This is a must read for
any communications professional working today.”
—Jane Quigley, Relationship Director, crayon
From the Library of Garrick Lee
“PR has changed forever and Brian Solis and Deirdre Breakenridge are at
the forefront of this change. If you think PR is fine and dandy, please buy
this book because without it you will be out of business!”
—Gary Vaynerchuk, Director of Operations, Wine Library
“Putting the Public Back in Public Relations is a passionate and persuasive
case for rewriting the rules of public relations. Authors Solis and Breaken-
ridge expertly combine third-party perspective with case studies and
examples to paint a picture of a profession on the brink of reinvention. In
their view, social media is the public relations profession’s opportunity to
take its place at the forefront of the new age of conversation marketing.
After reading this book, that will likely be your view as well.
—Paul Gillin, Author, The New Influencers and
Secrets of Social Media Marketing
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From the Library of Garrick Lee
Putting the Public
Back in
Public Relations
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From the Library of Garrick Lee
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From the Library of Garrick Lee
Putting the Public
Back in
Public Relations
How Social Media Is Reinventing the
Aging Business of PR
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Brian Solis
Deirdre Breakenridge
From the Library of Garrick Lee
Vice President, Publisher: Tim Moore
Associate Publisher and Director of Marketing: Amy Neidlinger
Acquisitions Editor: Martha Cooley
Editorial Assistant: Pamela Boland
Development Editor: Keith Cline
Operations Manager: Gina Kanouse
Digital Marketing Manager: Julie Phifer
Publicity Manager: Laura Czaja
Assistant Marketing Manager: Megan Colvin
Cover Designer: Chuti Prasertsith
Managing Editor: Kristy Hart
Senior Project Editor: Lori Lyons
Copy Editor: Krista Hansing Editorial Services
Proofreader: Kay Hoskin
Senior Indexer: Cheryl Lenser
Compositor: Nonie Ratcliff
Manufacturing Buyer: Dan Uhrig
© 2009 by Pearson Education, Inc.
Publishing as FT Press
Upper Saddle River, New Jersey 07458
FT Press offers excellent discounts on this book when ordered in quantity for bulk
purchases or special sales. For more information, please contact U.S. Corporate and
Government Sales, 1-800-382-3419, [email protected]. For sales outside
the U.S., please contact International Sales at [email protected].
Company and product names mentioned herein are the trademarks or registered
trademarks of their respective owners.
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All rights reserved. No part of this book may be reproduced, in any form or by any
means, without permission in writing from the publisher.
Printed in the United States of America
First Printing February 2009
ISBN-10: 0-137-15069-5
ISBN-13: 978-0-13-715069-4
Pearson Education LTD.
Pearson Education Australia PTY, Limited.
Pearson Education Singapore, Pte. Ltd.
Pearson Education North Asia, Ltd.
Pearson Education Canada, Ltd.
Pearson Educación de Mexico, S.A. de C.V.
Pearson Education—Japan
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Library of Congress Cataloging-in-Publication Data
Solis, Brian.
Putting the public back in public relations : how social media is reinventing the aging
business of PR / Brian Solis, Deirdre Breakenridge.
p. cm.
Includes index.
ISBN 0-13-715069-5 (hardback : alk. paper) 1. Public relations. 2. Social media—
Economic aspects. 3. Online social networks. I. Breakenridge, Deirdre. II. Title.
HD59.S65 2009
659.2—dc22
2008041937
From the Library of Garrick Lee
To my wife Wendy, whose support and love served as my
inspiration. To my mom and dad, for pushing me to never settle
and for helping define who I am today. To my son, Dylan,
thank you for keeping me company all those nights and
weekends while I was writing, writing, writing. To Deirdre,
who made the experience of writing this book one of the
highlights of my life. Finally, to everyone whom I admire
and learn from everyday: Your blogs, books, articles,
speeches, and most important, friendship have helped
me personally and professionally.
—Brian
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To my daughter Megan who is the true inspiration
behind everything I do.
To my husband, Mark, who supports all of my efforts and gives
me the strength to pursue all of my dreams. To my parents, who
raised me to live, love, and learn with passion and
determination. To Brian, who coined PR 2.0 and made it
possible for PR professionals to challenge our industry and
to succeed. To my partner, Jason, who inspired me
to pursue my aspirations as a writer.
—Deirdre
From the Library of Garrick Lee
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From the Library of Garrick Lee
Contents
Foreword by Guy Kawasaki . . . . . . . . . . . . . . . . . xv
Preface The Socialization of Media and PR 2.0 . . . . . . . .xvii
Introduction Social Media = The Reinvention of
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Part I The True Value of New PR
Chapter 1 What’s Wrong with PR? . . . . . . . . . . . . . . . . . . . . .7
Challenging the Status Quo . . . . . . . . . . . . . . . . . . . . .8
PR for PR People . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Company Executives . . . . . . . . . . . . . . . . . . . . . . . . . .15
Chapter 2 PR 2.0 vs. Public Relations . . . . . . . . . . . . . . . . .23
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Good Old Days . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
Skepticism Creeps In . . . . . . . . . . . . . . . . . . . . . . . . .25
How Did We Get Here? . . . . . . . . . . . . . . . . . . . . . . .27
Where Are We Going? . . . . . . . . . . . . . . . . . . . . . . . .30
Chapter 3 PR 2.0 in a Web 2.0 World . . . . . . . . . . . . . . . . . .37
The New Collaborators . . . . . . . . . . . . . . . . . . . . . . . .37
PR Redux . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
Communicating With, Not To . . . . . . . . . . . . . . . . . .46
Chapter 4 Traditional vs. New Journalism . . . . . . . . . . . . . .49
Journalist vs. Blogger . . . . . . . . . . . . . . . . . . . . . . . . .50
Blogosphere Rising . . . . . . . . . . . . . . . . . . . . . . . . . . .53
And Then Some . . . . . . . . . . . . . . . . . . . . . . . . . . . . .64
ix
From the Library of Garrick Lee