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

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Contents......Page 10
Foreword......Page 16
Preface: The Socialization of Media and PR 2.0......Page 18
Introduction: Social Media = The Reinvention of Public Relations......Page 30
Part I: The True Value of New PR......Page 34
Chapter 1 What’s Wrong with PR?......Page 36
Challenging the Status Quo......Page 37
PR for PR People......Page 41
Company Executives......Page 44
Good Old Days......Page 52
Skepticism Creeps In......Page 54
How Did We Get Here?......Page 56
Where Are We Going?......Page 59
The New Collaborators......Page 66
PR Redux......Page 68
Communicating With, Not To......Page 75
Chapter 4 Traditional vs. New Journalism......Page 78
Journalist vs. Blogger......Page 79
Blogosphere Rising......Page 82
And Then Some......Page 93
People Need People......Page 96
PR 2.0 = New Relationship Strategies......Page 98
PR 2.0 All-Stars Collaborate......Page 107
Part II: Facilitating Conversations: New Tools and Techniques......Page 110
And So It Begins......Page 112
In Each Seat, a Different Person......Page 114
Yeah, but What’s in It for Me?......Page 119
The New Influencers......Page 122
Blogging Is Not Just Blah, Blah, Blah......Page 124
Not Every Blog Is Created Equal......Page 129
One Hot Topic......Page 131
In a Nutshell......Page 132
The Old Way......Page 136
A New Way......Page 137
Be Part of the (R)evolution......Page 140
Customer-Focused News Releases......Page 142
SEO Press Releases......Page 143
Social Media Releases......Page 144
The Brand New World of New Releases......Page 151
Traditional VNRs......Page 154
VNRs and Social Media......Page 155
Integrate with Other Social Media Strategies......Page 161
What Does All This Mean?......Page 162
Strategies for Creating Successful Video Programs......Page 163
Capability vs. Competence......Page 166
False Assumptions......Page 173
Leveraging Blogging in B2B and B2C......Page 174
It’s Not about Selling, It’s about Dialogue......Page 175
Defining the Path......Page 177
Part III: Participating in Social Media......Page 180
Chapter 11 Technology Does Not Override the Social Sciences......Page 182
Modern Communications......Page 183
Social Networks Are Not Legos......Page 185
The Proof Is in the Politics......Page 189
Chapter 12 Social Networks: The Online Hub for Your Brand......Page 194
The Rise of Social Networks......Page 195
Participation and Visibility......Page 196
Facebook Is a Template, Not a News Release......Page 199
Avoid the Clutter and Build Relationships......Page 203
Chapter 13 Micromedia......Page 206
Media Snackers......Page 207
A Closer Look......Page 208
Micromedia Marketing......Page 210
Micromedia-Inspired Macro Influence......Page 211
Lifestreams and Brand Aggregation......Page 212
Micromedia Tools and Services......Page 214
Socialize to Survive......Page 216
Integrating Social Roles......Page 220
Part IV: PR 2.0: A Promising Future......Page 226
Chapter 15 Community Managers and Customer Service 2.0......Page 228
Connecting People to the Human Beings Who Define Corporate Brands and Culture......Page 229
PR Evolves into a Service Center......Page 231
Developing a Complementary Inbound and Outbound Communications Program......Page 233
A New Role for a New Generation of Communications......Page 235
Contract Community Managers......Page 238
The Humanization of Marketing Communications......Page 239
Chapter 16 Socialization of Communication and Service......Page 242
Lobbying for Change......Page 244
Social Tools for Social Service and Communications......Page 246
You Are the Customer......Page 249
Augmenting Message Broadcasting with Market Value Propositions......Page 250
Reaching Tastemakers......Page 253
Introducing Psychographics to Traditional Demographic Profiling......Page 254
Influence: Mainstream and Otherwise......Page 260
Blogs Are on the Scene......Page 263
The Beta Test......Page 266
You’re Invited......Page 269
Socializing the News Process......Page 270
Beware of Embargoes......Page 271
Chapter 18 A New Guide to Metrics......Page 276
New Metrics for PR 2.0......Page 277
Conversation Index......Page 278
Measurement Tools......Page 291
Defining and Measuring Success......Page 293
Part V: Convergence......Page 298
Chapter 19 PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations......Page 300
PR and Its Branding Crisis......Page 302
The Future of PR......Page 304
New PR Requires New Roles......Page 307
The Conversation Prism......Page 308
Appendix A: The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure......Page 312
Appendix B: It’s Alive!......Page 320
B......Page 328
C......Page 330
D......Page 332
G......Page 333
J......Page 334
M......Page 335
N......Page 336
P......Page 337
Q–R......Page 339
S......Page 340
U......Page 342
X–Z......Page 343