Practicum Book Review


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  • Deirdre is the President and Director of Communications at PFS Marketwyse. Marketwyse is a marketing and public relations company. The clients of Marketwyse include Catalent, JVS, Michael C. Fina, and RCN Metro. Deirdre is a professor at the Farleigh Dickinson University located in Madison, New Jersey. She teaches classes in Public Relations and Interactive Marketing.The books Deirdre has written include PR 2.0: New Media, New Tools, Putting the Public Back in Public Relations, New Audiences, Cyberbranding, and The New PR Toolkit. Deirdre is a PR practitioner and is a member of the Public Relations Society of America (PRSA).You can find Deirdre’s blogging site at
  • What I learned…According to the text, the “nature” of public relations is to build solid relationships and have another person talk about the benefits of your brand, instead of having your brand talking about itself through marketing strategies. This doesn’t necessarily mean somebody is doing all of the work for you or that your company is lazy. It only means your company or brand can focus on other aspects instead of presenting yourself to the public. Leave that to the professionals.
  • PR 2.0 is all the wikis, blogs, and social media networks that are being used in the public relations field. These internet tools help provide branding and image management. The internet is the new way of creating and keeping an image for your company. Now, companies are building a stronger relationship with their publics or clients through the web. Almost everything is electronic that was once found only on hard copy. Newsletters, press releases, and even magazines can be found in internet versions through the web.
  • Interactive NewsroomsThe main goal of an interactive newsroom on the web is to maintain control of your brand and its image in the eyes of the customer/consumer. As a company, you would want your customer to receive information straight from you and your company/brand rather than another source that could possibly be unreliable. An interactive newsroom gives your brand the chance to have one-on-one contact with your consumers and public. Although the normal face-to-face contact will never be overrated and is still extremely important in brand to client relationships, interactive newsrooms helps relieve some of the pressure since a person would not be available to the public/media at all times. Newsrooms need to be updated at all times of the day, week, month, and year. It is important your brand is keeping your newsroom online up to date 24 hours a day, seven days a week, 365 days a year. Important information, such as the public relations contact information needs to be easily accessible and easily found. If a journalist has to search for a way to contact the public relations department for your company, they are most likely to give up and find another, possible unreliable, source somewhere else. You, as a brand/company, always want the media to come straight to you for information especially if it could possibly controversial or big news. This information should be “front and center” on the first page of the newsroom. Repeating this information throughout your newsroom is okay and not too redundant. Being able to reach a PR department is so important to journalists, especially journalists who are rushing to complete and story and put the information together.
  • More journalists are more reluctant to completely convert over to the new age of public relations. Although to the younger professionals, the internet has made creating news releases and turning them into Social Media Releases (SMR) much more convenient, the older professionals and journalists are not so convinced. Not every journalists or practitioner are not quite ready to take advantage of every PR 2.0 tool that is available just yet. Some believe there is nothing like using the good reliable news release. Although not everyone is just quite ready to switch over completely to the new innovative technologies, everyone needs to learn how to use those technologies and understand them. Some of these technologies might include really simple syndication (RSS), photo libraries, MP3 files or podcast, video footage for video-on-demand (VOD), links, or Technorati. This surprised me I guess because I had always just assumed the professional world would be ready to jump on the technology bandwagon and that every one would be excited and more than willing to accept and use the innovative tools available.
  • Journalists have an expectation for what they expect out of the public relations professionals they encounter throughout the work. How timely, accurate, and credible the information you, as a PR professional, provide determines how valuable you are to the journalist.Journalists and PR professionals must keep a strong relationship in order to achieve both their goals and complete their jobs/tasks at hand. They have to work together in order to exchange information and succeed in their work. Communication can occur in the expected ways such as face-to-face, interactive newsrooms, and/or news releases/social media releases. Communication can also occur in the unexpected ways such as a social networking site. PR pros should be careful what is said through social networking sites so as not to give out false or unwanted information to the jouranlists. Journalists want PR pros that possess three particular qualities: 1. tapped into their needs2. understand the publication’s audiences & trends of the industry3. offer precise information that is target to suit their stories/interests
  • This book gave me a lot of insight on what is expected of me as I am entering the professional world of Public Relations. This book is something I will keep handy as it gave specific tips on how to attract the media to interactive newsrooms and how to give the social media news release a facelift. This book really kept to it’s name PR 2.0, as it showed how the public relations world has changed and will continue changing throughout our lifetime. I recommend this book to future students studying or interested in public relations as it gave me information that is not necessarily taught in a classroom.
  • Practicum Book Review

    1. 1. PR 2.0<br />New Media, New Tools, New Audiences<br />Deirdre Breakenridge<br />Jessica Cameron<br />
    2. 2. Deirdre Breakenridge<br />President & Director of Comm. at PFS Marketwyse<br />Fairleigh Dickinson Univ. Prof.<br />Books: Cyberbranding, The New PR Toolkit, Putting the Public Back in Public Relations<br />PR Practitioner <br />PRSA<br /><br />
    3. 3. Introduction…<br />Is PR having someone do your work for you?<br />
    4. 4. What I learned…<br />What is PR 2.0?<br />
    5. 5. Interactive Newsrooms<br />
    6. 6. What surprised me…<br />Journalists are not all willing to immediately jump on the technology bandwagon. <br />
    7. 7. Journalist-PR Pro Relationship<br />
    8. 8. Would I recommend this book?<br />Media monitoring advice/tips<br />Insight to what is expected of PR Pros<br />Ways to broaden your reach<br />Social networking revolutions<br />How to use social media<br />How to attract media/grab attention<br />
    9. 9. Jessica Cameron<br /><br /><br /><br /><br />