Deirdre Breakenridge's Books

Social Media and Public Relations

Eight New Practices for the PR Professional

By: Deirdre K. Breakenridge

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Social Media and Public Relations

Eight New Practices for the PR Professional

By: Deirdre K. Breakenridge

In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Drawing on her extensive client experience, Breakenridge helps you respond to consumers who demand control over their own brand relationships... marry communications with technology more effectively, and become your organization’s go-to resource on social technology decisions... reflect social media realities throughout your policies and governance... generate greater internal collaboration, eliminating silos once and for all... listen to consumers’ conversations, and apply what you’re learning... build communications crisis plans you can implement at a moment’s notice... develop profound new insights into how consumers construct and perceive their brand relationships.,. practice “reputation management on steroids”... take the lead on identifying and applying metrics... and much more. For all PR, marketing, and communications executives and professionals; and for students intending to enter these fields.

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Page Count

177

Publisher

FT Press

Published Date

ISBN 10

0132983222

ISBN 13

9780132983228

PR 2.0

New Media, New Tools, New Audiences

By: Deirdre K. Breakenridge

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PR 2.0

New Media, New Tools, New Audiences

By: Deirdre K. Breakenridge

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 The New Future of Public Relations! In today’s Web 2.0 world, traditional methods of communication won’t reach your audiences, much less convince them. Here’s the good news: Powerful new tools offer you an unprecedented opportunity to start a meaningful two-way conversation with everyone who matters to you. In PR 2.0, Deirdre Breakenridge helps you master these tools and use them to the fullest possible advantage in all your public relations work. You’ll learn the best ways to utilize blogs, social networking, online newswires, RSS technology, podcasts, and the rest of today’s Web 2.0 tools. Breakenridge shows how to choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, and stop using outmoded tactics that have rapidly become counterproductive. Breakenridge introduces an extraordinary array of new PR best practices, including setting up online newsrooms, using visual and social media in releases, and leveraging new online research and analytics tools. She offers powerful new ways to think about PR, plan for it, and react to the new PR challenges the Web presents. Breakenridge also includes interviews with today’s leading PR 2.0 practitioners. PR 1.0 vs. PR 2.0 Identify the needs of companies and clients, and how to integrate them for greatest effectiveness Reaching today’s crucial wired media Powerful new strategies for pitching and media distribution Best uses of traditional PR tactics Better ways to use viral marketing, online newsletters, e-blasts, VNRs, and webcasts PR 2.0: Making the most of the newest tools Interactive online newsrooms, visual media, blogs, RSS, podcasts, and beyond Social media: Your new 24/7 focus panel Powerful new ways to capture emerging customer desires and needs

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306

Publisher

FT Press

Published Date

ISBN 10

0132703971

ISBN 13

9780132703970

Putting the Public Back in Public Relations

How Social Media Is Reinventing the Aging Business of PR

By: Brian Solis,Deirdre K. Breakenridge

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Putting the Public Back in Public Relations

How Social Media Is Reinventing the Aging Business of PR

By: Brian Solis,Deirdre K. Breakenridge

Forget the "pitch": Yesterday's PR techniques just don't work anymore. That's the bad news. Here's the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the "public" back into public relations and get results that traditional PR people can only dream about. Drawing on their unparalleled experience making Social Media work for business, PR 2.0.com's Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn powerful new ways to build the relationships that matter, and reach a new generation of influencers...leverage platforms ranging from Twitter to Facebook...truly embed yourself in the communities that are shaping the future. Best of all, you won't just learn how to add value in the Web 2.0 world: You'll learn how to prove how new, intelligent, and socially rooted PR will transform your organization into a proactive, participatory communication powerhouse that is in touch and informed with its community of stakeholders.

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463

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FT Press

Published Date

ISBN 10

0137011261

ISBN 13

9780137011261

Social Media and Public Relations

Eight New Practices for the PR Professional

By: Deirdre Breakenridge

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Social Media and Public Relations

Eight New Practices for the PR Professional

By: Deirdre Breakenridge

This title, by social marketing pioneer Deirdre Breakenridge, teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world.

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177

Publisher

Pearson Education

Published Date

ISBN 10

0132983214

ISBN 13

9780132983211

The New PR Toolkit

Strategies for Successful Media Relations

By: Deirdre Breakenridge,Thomas J. DeLoughry

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The New PR Toolkit

Strategies for Successful Media Relations

By: Deirdre Breakenridge,Thomas J. DeLoughry

The New PR Toolkit is a compelling preview of the present and the future of public relations, and a practical roadmap for becoming a strategic communicator.

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284

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FT Press

Published Date

ISBN 10

0130090255

ISBN 13

9780130090256

Answers for Modern Communicators

A Guide to Effective Business Communication

By: Deirdre Breakenridge

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Answers for Modern Communicators

A Guide to Effective Business Communication

By: Deirdre Breakenridge

This book provides students and professionals with practical answers to important career and communication questions, helping them to communicate successfully in a business setting. Communication expert, Deirdre Breakenridge, examines the ways in which professionals can make the most of their careers in a fast-changing media landscape, offering advice on how new and seasoned executives can utilize and adapt to the latest modes of communication. The author breaks down the eight most critical areas for professionals seeking to develop their communication skills, opening with essentials that will prove useful in any setting. She then details the ways in which organizations can adapt to changes in technology and consumer behavior to improve relationships, social media presence, and brand recognition. The easy to follow question–answer format walks readers through the most pressing, confusing, and frequently asked questions about successful communication with plenty of advice and examples for a better learning experience. Covering traditional business communication topics like partnerships and storytelling, the book also includes material on digital and social media channels as well as a chapter on giving back as a mentor. "Experts Weigh In" boxes feature advice from other top professionals, exposing the reader to multiple perspectives from the field. Grounded in decades of experience, Answers for Modern Communicators will benefit all students getting ready to enter the workforce as well as professionals looking to enhance their communication skills.

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Page Count

197

Publisher

Routledge

Published Date

ISBN 10

1351863002

ISBN 13

9781351863001

PR 2.0

New Media, New Tools, New Audiences

By: Deirdre K. Breakenridge

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PR 2.0

New Media, New Tools, New Audiences

By: Deirdre K. Breakenridge

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306

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FT Press

Published Date

ISBN 10

0132703971

ISBN 13

9780132703970

Answers for Ethical Marketers

A Guide to Good Practice in Business Communication

By: Deirdre K. Breakenridge

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Answers for Ethical Marketers

A Guide to Good Practice in Business Communication

By: Deirdre K. Breakenridge

With recent changes in technology, media, and the communication landscape, the journey to ethics has become more complicated than ever before. This book aims to answer ethical questions, from applying ethics and sound judgment through your organization and communication channels to taking your ethics and values into every media interview. With the understanding of how personal and professional ethics align, business leaders, managers, and students will maneuver their way around this new landscape showcasing their values in ethical conduct. This book is divided into eight important areas based on where and why a breakdown in ethical behavior is likely to occur, and delivers advice from experts on the frontlines of business communications who know what it means to face the inherent changes and challenges in this field. With more than 80 questions and answers focused on guiding marketing, PR and business professionals, readers will uncover situations where ethics are challenged, and their values will be tested. This straightforward Q&A guidebook is for professionals who realize ethics are a crucial part of decision-making in their communications and who want to maintain trust with the public and their positive brand reputations in business. Readers will receive answers to pressing ethical questions to help them apply best practice guidelines and good judgment in their own situations, based on the stories, theories, and practical instruction from the author’s 30 years of experience as well as the thought leaders featured in this book.

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Page Count

155

Publisher

Routledge

Published Date

ISBN 10

1000377024

ISBN 13

9781000377026

PR 2.0 Is Here

Combine Traditional PR with Social Media for Heightened Results

By: Deirdre K. Breakenridge

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PR 2.0 Is Here

Combine Traditional PR with Social Media for Heightened Results

By: Deirdre K. Breakenridge

This Element nis an excerpt from PR 2.0: New Media, New Tools, New Audiences (ISBN: 9780321510075) by Deirdre Breakenridge. Available in print and digital formats. Use advanced “PR 2.0” social media techniques in ways that build on the “PR 1.0” techniques that still work. PR 2.0 is the new wave of public relations that uses social media elements such as blogging, viral marketing, social networking, and search engine optimization to get your word out meaningfully, all the way to consumers. To embrace these new approaches, first understand what’s worked in the past so you can incorporate those practices as you propel forward.

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Pearson Education

Published Date

ISBN 10

0131377698

ISBN 13

9780131377691

PR 2.0 Is Here

Combine Traditional PR with Social Media for Heightened Results

By: Deirdre K. Breakenridge

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PR 2.0 Is Here

Combine Traditional PR with Social Media for Heightened Results

By: Deirdre K. Breakenridge

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Pearson Education

Published Date

ISBN 10

0131377698

ISBN 13

9780131377691

Putting the Public Back in Public Relations

How Social Media Is Reinventing the Aging Business of PR

By: Brian Solis,Deirdre K. Breakenridge

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Putting the Public Back in Public Relations

How Social Media Is Reinventing the Aging Business of PR

By: Brian Solis,Deirdre K. Breakenridge

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463

Publisher

FT Press

Published Date

ISBN 10

0137011261

ISBN 13

9780137011261

How to Generate Effective Press Releases for Social Networks

By: Brian Solis,Deirdre K. Breakenridge

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How to Generate Effective Press Releases for Social Networks

By: Brian Solis,Deirdre K. Breakenridge

This Element is an excerpt from Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (ISBN: 9780137150694) by Brian Solis and Deirdre Breakenridge. Available in print and digital formats. Social media releases: what they are, what they aren’t, and how to make the most of them. PR’s latest “new shiny object” is the social media release (SMR). Originally introduced by Todd Defren in response to Tom Foremski’s call for the death of press releases, it represents a new socially rooted format that complements traditional and SEO news releases by combining news facts and social assets in one improved, easy-to-digest tool.

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Pearson Education

Published Date

ISBN 10

0131377779

ISBN 13

9780131377776

Powerful PR Strategies for Success (Collection)

By: Deirdre K. Breakenridge,Brian Solis

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Powerful PR Strategies for Success (Collection)

By: Deirdre K. Breakenridge,Brian Solis

A brand new collection of state-of-the-art insights into public relations, from practitioner Deirdre Breakenridge. Master Supercharged PR Techniques Based on the Latest Social and Online Platforms! Three great books help you leverage the latest social media and online platforms to transform the way you do PR--and the results you achieve! In Social Media and Public Relations: Eight New Practices for the PR Professional, social marketing pioneer Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets you need to build brands and engage customers in a social world. This concise, action-oriented book shows practitioners how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today’s more sophisticated and socialized customers. Next, in Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR, Breakenridge and Brian Solis show how to bring the “public” back into public relations and get results traditional PR people can only dream about. Drawing on their unparalleled experience, they present powerful new ways to build the relationships that matter and reach a new generation of influencers…leverage platforms ranging from Twitter to Facebook…embed yourself in communities that are shaping the future. Finally, in PR 2.0: New Media, New Tools, New Audiences, Breakenridge helps you master the full spectrum of online tools to build meaningful two-way conversations with everyone who matters to you. Choose the right strategies for each PR scenario and environment, keep the best Web 1.0 tools, stop using outmoded, counterproductive tactics, and master new best practices ranging from online newsrooms to advanced research and analytics. From world-renowned leaders in social media and modern public relations Deirdre Breakenridgeand Brian Solis

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Page Count

1089

Publisher

FT Press

Published Date

ISBN 10

0133087301

ISBN 13

9780133087307

Social Networking for Promoting YOU as a Brand

By: Brian Solis,Deirdre K. Breakenridge

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Social Networking for Promoting YOU as a Brand

By: Brian Solis,Deirdre K. Breakenridge

This Element is an excerpt from Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (ISBN: 9780137150694) by Brian Solis and Deirdre Breakenridge. Available in print and digital formats. You’re the brand. Learn how to use social media to promote your brand more effectively than ever before. Thinking of social networks as personal playgrounds will come back to haunt you and your clients. As a marketer, your collective “brand” can also impact the brands you might represent. The one thing that connects everything is you. You’re on the frontlines for everything related to you--and everything you represent, now and in the future.

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FT Press

Published Date

ISBN 10

0131377736

ISBN 13

9780131377738

Active Storytelling

Using Video News Releases for PR Professionals

By: Brian Solis,Deirdre K. Breakenridge

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Active Storytelling

Using Video News Releases for PR Professionals

By: Brian Solis,Deirdre K. Breakenridge

This Element is an excerpt from Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (ISBN: 9780137150694) by Brian Solis and Deirdre Breakenridge. Available in print and digital formats. Powerful new “VNR 2.0” techniques that cut through clutter and deliver your message the way your audience wants to experience it! Social media is ushering in an emerging era of multimedia storytelling. Dubbed the “Video News Release (VNR) redux,” or “VNR 2.0,” PR professionals can now tell stories through video much easier than ever. Ready or not, it’s time to start brushing up on your skills in Web video capturing, editing, and uploading to social networks.

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Pearson Education

Published Date

ISBN 10

0131377655

ISBN 13

9780131377653

Active Storytelling

Using Video News Releases for PR Professionals

By: Brian Solis,Deirdre K. Breakenridge

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Active Storytelling

Using Video News Releases for PR Professionals

By: Brian Solis,Deirdre K. Breakenridge

This Element is an excerpt from Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (ISBN: 9780137150694) by Brian Solis and Deirdre Breakenridge. Available in print and digital formats. Powerful new “VNR 2.0” techniques that cut through clutter and deliver your message the way your audience wants to experience it! Social media is ushering in an emerging era of multimedia storytelling. Dubbed the “Video News Release (VNR) redux,” or “VNR 2.0,” PR professionals can now tell stories through video much easier than ever. Ready or not, it’s time to start brushing up on your skills in Web video capturing, editing, and uploading to social networks.

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Pearson Education

Published Date

ISBN 10

0131377655

ISBN 13

9780131377653

Answers for Ethical Marketers

A Guide to Good Practice in Business Communication

By: Deirdre K. Breakenridge

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Answers for Ethical Marketers

A Guide to Good Practice in Business Communication

By: Deirdre K. Breakenridge

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155

Publisher

Routledge

Published Date

ISBN 10

1000377024

ISBN 13

9781000377026

Social Networking for Promoting YOU as a Brand

By: Brian Solis,Deirdre K. Breakenridge

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Social Networking for Promoting YOU as a Brand

By: Brian Solis,Deirdre K. Breakenridge

This Element is an excerpt from Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (ISBN: 9780137150694) by Brian Solis and Deirdre Breakenridge. Available in print and digital formats. You’re the brand. Learn how to use social media to promote your brand more effectively than ever before. Thinking of social networks as personal playgrounds will come back to haunt you and your clients. As a marketer, your collective “brand” can also impact the brands you might represent. The one thing that connects everything is you. You’re on the frontlines for everything related to you--and everything you represent, now and in the future.

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FT Press

Published Date

ISBN 10

0131377736

ISBN 13

9780131377738

PR 2.0 in a Web 2.0 World

What Is Public Relations 2.0?

By: Brian Solis,Deirdre K. Breakenridge

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PR 2.0 in a Web 2.0 World

What Is Public Relations 2.0?

By: Brian Solis,Deirdre K. Breakenridge

This Element is an excerpt from Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR (ISBN: 9780137150694) by Brian Solis and Deirdre Breakenridge. Available in print and digital formats. Discover the new public relations for the Web 2.0 era--and what it means to you, the PR professional or client. Web 2.0 introduced the new read/write Web paradigm, where hosts and participants contribute to a more collaborative Web experience. It’s not the tools that make Web 2.0 or New PR what it is today; it’s the many people who collaborate and share information every day in communities, demonstrating how the latest Web tools can facilitate conversations and foster relationships....

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Pearson Education

Published Date

ISBN 10

0131377825

ISBN 13

9780131377820

The New PR Toolkit

Strategies for Successful Media Relations

By: Deirdre Breakenridge,Thomas J. DeLoughry

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The New PR Toolkit

Strategies for Successful Media Relations

By: Deirdre Breakenridge,Thomas J. DeLoughry

The New PR Toolkit is a compelling preview of the present and the future of public relations, and a practical roadmap for becoming a strategic communicator.

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Solve jigsaw puzzle

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Page Count

284

Publisher

FT Press

Published Date

ISBN 10

0130090255

ISBN 13

9780130090256

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