Trade Book Review

Trade Book Review by: Kelsey Hendrix
PR 2.0 New Media, New Tools, New Audiences
By: Deirdre Breakenridge

Deirdre Breakenridge

“PR 2.0 was born through the analysis of how the Web and multimedia was redefining PR and marketing communications, while also building the toolkit to reinvent how companies communicate with influencers and directly with people. It is a chance to not only work with traditional journalists, but also engage directly with a new set of accidental influencers, and it is also our ability to talk with customers directly (through online forums, groups, communities, BBS, etc.)”
- Brian Solis (from the Foreword: The Road from PR to PR 2.0 to Public Relations)
PR 2.0 Defined

Getting Started with 2.0 Research
When beginning a research program you need to know:
The type of research necessary for a campaign (market research, competitive intelligence, audience opinion research, media research, and monitoring of communication)
Whether or not the research is within budget
What firm (if outsourcing) is the right partner

Research with Expert Resources
Other tips from Bulldog:
When to follow up with an editor
Pitching pet peeves, quirks and editiorial topics, and “hot buttons”
The service works with a linguistic model that reads like the human brain. For example, the computer “knows” the difference between “the bat of an eye”, “a baseball bat”, or the animal.
The computer can also discern the tonality of a story.

Reaching the Wired Media for Better Coverage
Most journalists prefer email and they usually don’t like to receive attachments in an email. Many are afraid of viruses.
Keeping a solid list of good media contacts may be the key to securing your next big feature story

Better Monitoring for PR 2.0
eWatch - has thousands of blogs that it monitors, tracks a client’s keywords and provides regularly scheduled reports of where these keywords can be found. Provides links to recent editorials/mentions in social media forums.

Interactive Newsrooms: How to Attract the Media
TEKgroup International conducts an annual survey to take the pulse of what journalists expect from an online newroom
Screen Shot of Accenture.com Newsroom

The Social Media News Release: An Overdue Facelift

RSS Technology:A Really Simple Tool to Broaden Your Reach
Deloitte & Touche have an extensive RSS program.
Benefits of RSS:
Spam free; customers choose to receive it and you don’t have to worry about spam filters
Communication tool that enables you to update, target, and control the frequency of your brand messaging
Resource for companies who have lots of information to share w/ their audiences
Available to companies w/ smaller budgets
Means to reach customers directly and drive traffic to website
Enables you to extend your branding
Measurable through the use of monitoring impressions, click through rates (CTR), and Cost Per Measurement (CPM)

Video and Audio for Enhanced Web Communications
Blendtec has it’s own channel on YouTube to show it’s product demonstrations.
Video from YouTube of a customer testimonial on Toyotas

Social MediaImmerse Yourself and Your Brand & The Pro’s Use of PR 2.0

The Mindset of the PR 2.0 Journalist
Mark Skrobola, artist and founder of Art eXposed spends at least 50% of his day social networking and using social media tools to drive consumers and artists to his online gallery
Ynema Mangum, executive producer of Talk BMC at BMC Software Inc. became actively involved in Web 2.0 when her company launched its public blogging and podcasting channel called TalkBMC

Deirdre Breakenridge’sPR 2.0 New Media, New Tools, New Audience is the perfect book for PR students or for PR professionals entering the field.
Breakenridge carefully explains and details components in this books such as how to create a newsroom, how to write a SMR (Social Media Release), how to become more active in social media networking, and how to monitor a company’s audience reactions.
Breakenridge also uses an incredible amount of examples and uses easy to read language making this a great book for anyone to read.
Conclusion

Tips
More tips from Deirdre Breakenridge on how to create media advisories, podcasts, VOD’s, etc.
Examples on how to reach out to people via social networking sites (proper etiquette).
What do you want to learn more about?

I would recommend this book to other PR students or professionals starting out in the field. The book is easy to read and contains many examples of the things she is writing about.
The book is current and taught me a lot about integrating social media with journalism.
The book begins by outlining how to attract media attention, then goes into detail on how to conduct research (and provides many examples of companies you can use to conduct your research), explains the use of newsrooms, SMR’s (Social Media Release), RSS, video and audio, and then how to get into social media.
Recommend?

Wikipedia contributors. "Deirdre Breakenridge." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 1 Mar. 2010. Web. 7 Mar. 2010.
Breakenridge, Deirdre. PR 2.0: New Media, New Tools, New Audiences. Upper Saddle River, N.J.: FT, 2008. Print.
http://www.linkedin.com/in/deirdrebreakenridge
#PRStudChat. Digital image. DeirdreBreakenridge.com. Deirdre Breakenridge. Web. 7 Mar. 2010. <http://www.deirdrebreakenridge.com/wp-content/uploads/2010/03/prstudcha2t.png>.
Fairleigh Dickinson Logo. Digital image. FDU. Farleigh Dickinson Univeristy. Web. 9 Mar. 2010. <http://www.fdu.edu/>.
PFS Marketwyse. Digital image. PFS Marketwyse Twitter Account. PFS Marketwyse. Web. 2 Mar. 2010. <http://twitter.com/pfsmarketwyse>.
The Best Thing since the Opposable Thumb. Digital image. Survey Monkey. Web. 1 Mar. 2010. <http://www.surveymonkey.com/>.
Vocus. Digital image. Vocus On Demand Software for Public Relations Management. Web. 2 Mar. 2010. <http://www.vocus.com/content/index.asp>.
.
Sources

Business Wire Logo. Digital image. Business Wire. Berkshire Hathaway Company. Web. 19 Feb. 2010. <http://www.businesswire.com/portal/site/home/>.
USPRwire Logo. Digital image. USPRwire. US and Global News Distribution. Web. 2 Mar. 2010. <http://www.usprwire.com/>.
Highbeam Logo. Digital image. Highbeam Research. Web. 4 Mar. 2010. <http://www.highbeam.com/>.
Media Sense. Digital image. PR Newsire Introduces Media Sense. PR Newswire. Web. 6 Mar. 2010. <http://collateral.prnewswire.com/MediaSense/mediasense.html>.
Bulldog Reporter. Digital image. Bulldog Reporter. Web. 5 Mar. 2010. <http://www.bulldogreporter.com/ME2/Default.asp>.
PR Newswire. Digital image. PR Newswire. Web. 9 Mar. 2010. <http://www.prnewswire.com/>.
Technorati Logo. Digital image. Technorati. Web. 4 Mar. 2010. http://technorati.com/.
EWatch Media Monitoring. Digital image. EWatch- a Service of PR Newswire. PR Newswire. Web. 3 Mar. 2010. <http://ewatch.prnewswire.com/rs/login.jsp>.
Sources

TekGroup. Digital image. Tek Group. PRSA. Web. 2 Mar. 2010. <http://www.prsa.org/bin/n/g/TekGroup.jpg>.
Accenture Newsroom: Home. Web. 5 Mar. 2010. <http://newsroom.accenture.com/>.
SHIFT Communications. SHIFT Communications, May 2006. Web. 2 Mar. 2010. <http://www.shiftcomm.com/downloads/smprtemplate.pdf>.
Deloitte Logo. Digital image. Deloitte. Deloitte. Web. 1 Mar. 2010. <http://www.deloitte.com/view/en_US/us/index.htm>.
Art EXposed Logo. Digital image. Get Art Exposed. Art EXposed. Web. 1 Mar. 2010. <http://www.getartexposed.com/>.
BMC Software Logo. Digital image. BMC Software. Web. 23 Feb. 2010. <http://www.bmc.com/>.
Cision. Digital image. Cision Public Relations. Web. 22 Feb. 2010. <http://us.cision.com/index.asp>
Sources

Contact Information
Follow Deirdre Breakenridge:
Via LinkedIn - http://www.linkedin.com/in/deirdrebreakenridge
Twitter - http://twitter.com/dbreakenridge
On her blog - http://www.deirdrebreakenridge.com/
Via Facebook - http://www.facebook.com/breakenridge

Contact Information
Kelsey Hendrix
kelseyehendrix@gmail.com
Follow me on Twitter @ http://twitter.com/KelseyEHendrix
Visit my blog @ http://kelseyeh.wordpress.com/

Trade Book Review

by Kelsey Hendrix on Mar 10, 2010

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