Wikipedia founder Jimmy Wales on PR 2.0: New Media, New Tools, New Audiences

The new media world of Web 2.0 offers many opportunities and also many dangers for public relations professionals and their clients. This world can seem confusing and counter-intuitive to the newcomer, and a lot of what has worked in traditional media will only cause problems in this space. Finding solid information to get yourself up to speed has been very difficult.

As the founder of Wikipedia, I have been forced to deal many times with clumsy attempts to use new media (Wikipedia in particular), attempts which have often backfired as the client and PR professional end up embarrassed and looking bad. Most of the time, these efforts were well-meaning but misguided. The practitioners just did not understand what to do.

Deirde Breakenridge's PR 2.0: New Media, New Tools, New Audiences is an excellent antidote to these problems. She covers the gamut of new technologies from social networking, blogs, RSS, podcasts, wikis, and more. And she helps the reader to understand the right way to use these tools in an appropriate fashion.

Whether you are a young PR professional just starting out, or an old timer just getting involved in the new media landscape, you will find Breakenridge's book to be a must read.

--Jimmy Wales, Founder of Wikipedia

Product Description
This is the eBook version of the printed book. If the print book includes a CD-ROM, this content is not included within the eBook version. 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