Trade Book Review


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  • She currently holds the position of President and Executive Director of Communications at PFS Marketwyse, a marketing communications agencyBreakenridge has also spent her time as an adjunct professor at Fairleigh Dickinson University in Madison, New Jersey where she taught courses on public relations and interactive marketing for the Global Business Management program.*PFS co-founders Jason Miletsky and Dennis Chominsky were so impressed with Breakenridge's performance they opted to acquire her agency and appointed Breakenridge as Vice President and Director of Communications. Breakenridge combined her public relations and marketing expertise with Chominsky and Miletsky's strengths in advertising, video production and Web development to create a full-service agency. Shortly thereafter, Breakenridge and Miletsky bought out Chominsky's partnership and formed PFS Marketwyse. Miletsky headed the agency as CEO and Breakenridge was appointed President.Breakenridge'sfirst book, Brand Building in the Digital Economy was published by Prentice Hall in May 2001. This book was one of the first complete frameworks for integrating online and offline marketing strategies.*In February 2003 she penned her second book, The New PR Toolkit, published by FT Press and co-authored by Thomas J. DeLoughry, former Executive Editor of Internet World magazine, where he had a front-row seat for the dot-com craze. Together, the two authors developed a blueprint for making the most out of the new online tools available to communications professionals.*Breakenridge'sthird book, PR 2.0: New Media, New Tools, New Audiences also published by FT Press, was released in 2008. This book covered topics surrounding the new media tools available to businesses and its impact on the public relations and media industries. *Her fourth book, Putting the Public Back in Public Relations, co-authored by Brian Solis, was released in March 2009 and was also published by FT Press. Breakenridge and Solis' focus for this book included the societal and cultural shift that took place with the rise of social media and the change this had on the manner in which businesses communicate with consumers. ***Breakenridge’s LinkedIn page**Wikipedia
  • Chapter 2 details the importance of beginning a research program for your company.Becausethe Web is an open source channel, and the new way to interact online is through social networking and blogging, you have greater access to more information and opinions that can be captured by brands who want to stay “close” to their customers and watch their every move.One of the keys to having a successful public relations program is reaching the right audience. You need to be looking for very targeted information. Also, now there are programs that can help you find your targeted information. You can create new business, understand key influencers such as the media; research audiences’ behavioral patterns and monitor and analyze tracking information to determine whether your brand is well received in the market.Breakenridge reminds the reader that he/she must do research for their company. It is not a question of whether or not to do it, but what approach you will take, and when. You need to stay well informed and be able to share the information learned with others in your company.With regards to what type of research strategy you should choose, a lot of that depends on your audience or customers. Are you customers proficient in the Internet? Are they interacting on blogs, wikis, social networking sites, etc.? If they are, and if your company is using online programs to reach them than the newer the research methods the better.Online research strategies can help you listen to what consumers are saying about your companies product or service. With this information, you can respond and then act on the feedback. When planning your company’s research program you need to think about how many employees you can dedicate to the research. Do you have one person or an entire team? How much time will you spend on research? Will you spend a few hours a week, or will you devote more time?Companies need to be transparent when monitoring blogs or forums. The users will know if you are from a company and are monitoring or steering the conversation to promote your brand.Another benefit of doing online research is that you can help to “put out the fire” on an issue before it escalates. Small companies needing media research may only use Google, Yahoo!, or MSN, whereas larger company might use Vocus, or Cision.Instant access to info you can listen carefully, react quickly, and improve your brand’s product/service by placing the research back into the product development cycle.
  • In Chapter 3, Breakenridge gives examples of various methods companies (both large and small) can use to begin their research.For companies that don’t have extra money to spend on research, organizations keep research strategies in house and use the Internet for secondary (previously published) research. In addition, there are various inexpensively priced tools that can be used to conduct polls and surveysfor primary research.Then when funding is available, more formal research services can be contracted. Either way rely companies rely heavily on the Internet.PR Newswire spent years researching professionals – Research providers do their own research. PR Newswire uses MediaSense.MediaSense – offers a brand the ability to track and evaluate messaging and marketing perception, and also enables you to have more control over brand communication. The service uses a linguistic model that reads like the human brain and can differentiate between “the bat of an eye”, “a baseball bat” or the animal. The program can also tell you whether the story’s tone is positive, negative, or neutral.Bulldog Reporter’s Media List Builder is a quick tool that you can use to create accurate media lists. The service also provides exclusive pitching tips with each list you generate.
  • In Chapter 4, Breakenridge outlines how you can develop lasting relationships with journalists that will help you to get your stories published. The Internet – valuable two-way medium for researching as well as disseminating information. When you reach out to your media influencer you should know as much as you can about them. Work hard to build relationships w/ journalists. Elaborate list of media contacts & portfolio that might win you a large piece of business Solid list of good media contacts might be the key to securing your next big feature story for your brand; or maybe your exceptional relationships w/ media contacts can land you your next job/promotion Give Your Influencers What they WantGive timely information – Something relevant about your brand. An editor can’t wait for you to take a week to schedule an interview w/ a sourceYou need to have your executive preppedon a moment’s notice; when there’s breaking news an interview can take place on the spot. Rigid deadlines MUST be met.Give accurate information – always need to make sure your info is accurate. Give novel info – media looks for information beyond what they’ve researched themselves. They need it to be relevant and it should enhance the story they are researching. Give information that can help meet deadlines – help the editor get everything he/she needs to complete a story; position yourself as a PR person who provides valuable info; and someone who can get the information at a moment’s notice.I had never thought that you would need to ask permission before contacting someone. However, Breakenridge explains how journalists have specific ways in which they like to be contacted. How to contact Journalists – many don’t like to receive attachments. Prefer e-mail. Appreciate if the NR has several interactive features like audio, video, informational links so it’s easier for them to collect info on a topic of interest. CRITICAL to ask : “how do you want to be contacted and what type of resources are you looking for?”
  • InChapter 5, Breakenridge talks about how you should monitor how your brand is received by the public. You need to keep an eye out for the influencers who drive the communication. You can use the information from SMM (social media marketing) to inject communication into the market. You should begin a monitoring program with a company objective. PR Newswire’s 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. PR Newswire signed a deal w/ Technorati one of the leaders in blog tracking to provide more complete monitoring for the company’s clients. After this was set up you could see a list of blogs who were discussing one particular news release and how it was being perceived.You want to be the first to know what’s being said and then share it with others in your company. 
  • Chapter 6 outlines how to create a newsroom.Provide an interactive newsroom that can prove to be a main source of credible information especially when journalists research story ideas at all hours or use your media center to obtain breaking news. It is a great way to maintain control of brand communication and is much better for the journalist to receive info straight from the brand rather than from another source.Newsrooms – basics to more sophisticated with searchable databases, video presentations and podcasts. And Advanced Cyber newsrooms withblogs, RSS feeds, social media news releases.TEKgroup International conducts an annual survey to take the pulse of what journalists expect from an online newsroom. The online newsroom is a valuable tool for the journalist and the communicator. Theonline newsroom is a primary point of interaction; providing essential information for today’s busy journalist. News room basics include: PR contact info, a company’s basic facts or current snap shot, a perspective on industry events, updated financial information, and high resolution images for downloads.
  • Chatper 7 outlines and explains how to write the Social Media Release (SMR).SMR is a communications tool that provides easy access to useful information, ensures accuracy of materials that have the “official seal” of a company, and offers the journalist content proactively before he or she finds it from a competitive source. Enhance your basic news release w/ social media features withRSS feeds, photo libraries w/ high resolution images, MP3 files, video footage for Video-On-Demand (VOD), links to previous coverage on a topic with the ability to use or Digg, Technorati Reasons why you’d want to use an SMRSocial media template enables you to present different types of communication regarding your brandWitha social media news release you can direct the journalist to the info you want to present your social media template helps journalists develop their stories completely and accurately w/ access to more information in a quicker period of timeyou are assisting journalists w/ little resource to “do more with less”Social Media Release – you want to include links to more info on the topic of your release Provide the journalist withlinks to recent publicity on the subject. These links “click” to a media outlet’s site where an article is posted or one of your executives was quoted You can offer tags in your release ( and Digg)
  • Chapter 9 RSS (Really Simple Syndications) feeds enable online audiences to keep up-to-date with content from their favorite Web sites in an automated manner that removes the task of checking a Web site daily for new content. RSS is the best way to stay current because it gives consumers timely info and keeps them “in the know” When you decide to set up an RSS feed for your brand, your choosing a direct-to-consumer approach. Benefits of RSS:Spam free; customers choose to receive it and you don’t have to worry about spam filtersCommunication tool that enables you to update, target, and control the frequency of your brand messagingResource for companies who have lots of information to share w/ their audiencesAvailable to companies w/ smaller budgetsMeans to reach customers directly and drive traffic to websiteEnables you to extend your brandingMeasurable through the use of monitoring impressions, click through rates (CTR), and Cost Per Measurement (CPM)Good example of a company that has used RSS distribution since early on is Deloitte and Touche.
  • Chapter 10 talks about the use of video and audio. Cisco was among the Early Adopters of Video. Video and podcasting can be used internally on a company’s intranet for training, demos, for highlights of meetings, and clips from executive presentations. Externally for customer testimonials, product demos, and support tools and can also be included in company news announcements posted in a newsroom area on your Web Site. Increase brand’s reach and go beyond just producing and posting video content on your Web site. You can post to Google Video, You Tube, MySpace, etc. Audience will let you know if they liked your video content. Measurement includes how many people have viewed the video, to comments on the video.
  • Chapter 11 The more you personally get involved in social media, the more apt you are to deliver PR 2.0 strategies that enable audiences to drive their communication. You need to establish relationships in the social networking community. B2B and B2C brand will benefit form social media. Sign up for,,,, or and get active! Study your audience’s behavior- Assess their interest and use of social media. Your brand needs to change and be flexible with the times. If your company builds/sponsors a social networking site you are engaging and allowing other people to partake in a very intimate conversation between your company and them, and then solely between your customers.Chapter 12 Social Media is changing the way businesses communicate with the market You don’t need to worry about negative comments with podcasting. Don’t push new technology onto clients Social Media community is transparent.
  • Chapter 13- Journalists still expect very important characteristics, including your ability to deliver excellent information that’s timely, credible, and accurate. Some journalists just want the best, most relevant information, and a deeper level of understanding form their PR sources. Journalists want to remain impartial when it comes to social media and don’t want to connect with PR people socially.
  • Deloitte RssArtexposedBmc software
  • Trade Book Review

    1. 1. Trade Book Review by: Kelsey Hendrix<br />PR 2.0 New Media, New Tools, New Audiences<br />By: Deirdre Breakenridge<br />
    2. 2. Deirdre Breakenridge<br />
    3. 3. “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.)”<br />- Brian Solis (from the Foreword: The Road from PR to PR 2.0 to Public Relations)<br />PR 2.0 Defined<br />
    4. 4. Getting Started with 2.0 Research<br />When beginning a research program you need to know:<br />The type of research necessary for a campaign (market research, competitive intelligence, audience opinion research, media research, and monitoring of communication)<br />Whether or not the research is within budget<br />What firm (if outsourcing) is the right partner<br />
    5. 5. Research with Expert Resources<br />Other tips from Bulldog:<br /><ul><li> When to follow up with an editor
    6. 6. Pitching pet peeves, quirks and editiorial topics, and “hot buttons”</li></ul>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.<br />The computer can also discern the tonality of a story.<br />
    7. 7. Reaching the Wired Media for Better Coverage<br />Most journalists prefer email and they usually don’t like to receive attachments in an email. Many are afraid of viruses.<br />Keeping a solid list of good media contacts may be the key to securing your next big feature story<br />
    8. 8. Better Monitoring for PR 2.0<br />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.<br />
    9. 9. Interactive Newsrooms: How to Attract the Media<br />TEKgroup International conducts an annual survey to take the pulse of what journalists expect from an online newroom<br />Screen Shot of Newsroom<br />
    10. 10. The Social Media News Release: An Overdue Facelift<br />
    11. 11. RSS Technology:A Really Simple Tool to Broaden Your Reach<br />Deloitte & Touche have an extensive RSS program.<br /><ul><li> Benefits of RSS:</li></ul>Spam free; customers choose to receive it and you don’t have to worry about spam filters<br />Communication tool that enables you to update, target, and control the frequency of your brand messaging<br />Resource for companies who have lots of information to share w/ their audiences<br />Available to companies w/ smaller budgets<br />Means to reach customers directly and drive traffic to website<br />Enables you to extend your branding<br />Measurable through the use of monitoring impressions, click through rates (CTR), and Cost Per Measurement (CPM)<br />
    12. 12. Video and Audio for Enhanced Web Communications<br />Blendtec has it’s own channel on YouTube to show it’s product demonstrations.<br />Video from YouTube of a customer testimonial on Toyotas<br />
    13. 13. Social MediaImmerse Yourself and Your Brand & The Pro’s Use of PR 2.0<br />
    14. 14. The Mindset of the PR 2.0 Journalist<br />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<br />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<br />
    15. 15. <ul><li>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.
    16. 16. 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.
    17. 17. Breakenridge also uses an incredible amount of examples and uses easy to read language making this a great book for anyone to read.</li></ul>Conclusion<br />
    18. 18. Tips<br /><ul><li>More tips from Deirdre Breakenridge on how to create media advisories, podcasts, VOD’s, etc.
    19. 19. Examples on how to reach out to people via social networking sites (proper etiquette).</li></ul>What do you want to learn more about?<br />
    20. 20. 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. <br />The book is current and taught me a lot about integrating social media with journalism. <br />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.<br />Recommend?<br />
    21. 21. Wikipedia contributors. "Deirdre Breakenridge." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 1 Mar. 2010. Web. 7 Mar. 2010.<br />Breakenridge, Deirdre. PR 2.0: New Media, New Tools, New Audiences. Upper Saddle River, N.J.: FT, 2008. Print.<br /><br />#PRStudChat. Digital image. Deirdre Breakenridge. Web. 7 Mar. 2010. <>.<br />Fairleigh Dickinson Logo. Digital image. FDU. Farleigh Dickinson Univeristy. Web. 9 Mar. 2010. <>.<br />PFS Marketwyse. Digital image. PFS Marketwyse Twitter Account. PFS Marketwyse. Web. 2 Mar. 2010. <>.<br />The Best Thing since the Opposable Thumb. Digital image. Survey Monkey. Web. 1 Mar. 2010. <>.<br />Vocus. Digital image. Vocus On Demand Software for Public Relations Management. Web. 2 Mar. 2010. <>.<br />.<br />Sources<br />
    22. 22. Business Wire Logo. Digital image. Business Wire. Berkshire Hathaway Company. Web. 19 Feb. 2010. <>.<br />USPRwire Logo. Digital image. USPRwire. US and Global News Distribution. Web. 2 Mar. 2010. <>.<br />Highbeam Logo. Digital image. Highbeam Research. Web. 4 Mar. 2010. <>.<br />Media Sense. Digital image. PR Newsire Introduces Media Sense. PR Newswire. Web. 6 Mar. 2010. <>.<br />Bulldog Reporter. Digital image. Bulldog Reporter. Web. 5 Mar. 2010. <>.<br />PR Newswire. Digital image. PR Newswire. Web. 9 Mar. 2010. <>.<br />Technorati Logo. Digital image. Technorati. Web. 4 Mar. 2010.<br />EWatch Media Monitoring. Digital image. EWatch- a Service of PR Newswire. PR Newswire. Web. 3 Mar. 2010. <>.<br />Sources<br />
    23. 23. TekGroup. Digital image. Tek Group. PRSA. Web. 2 Mar. 2010. <>.<br />Accenture Newsroom: Home. Web. 5 Mar. 2010. <>.<br />SHIFT Communications. SHIFT Communications, May 2006. Web. 2 Mar. 2010. <>.<br />Deloitte Logo. Digital image. Deloitte. Deloitte. Web. 1 Mar. 2010. <>.<br />Art EXposed Logo. Digital image. Get Art Exposed. Art EXposed. Web. 1 Mar. 2010. <>.<br />BMC Software Logo. Digital image. BMC Software. Web. 23 Feb. 2010. <>.<br />Cision. Digital image. Cision Public Relations. Web. 22 Feb. 2010. <><br />Sources<br />
    24. 24. Contact Information<br />Follow Deirdre Breakenridge:<br />Via LinkedIn -<br />Twitter -<br />On her blog -<br />Via Facebook -<br />
    25. 25. Contact Information<br />Kelsey Hendrix<br /><br />Follow me on Twitter @<br />Visit my blog @<br />