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《Putting the Public Back in Public Relations How Social Media Is Reinventing the Aging Business of PR》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、FromtheLibraryofGarrickLeePraiseforPuttingthePublicBackinPublicRelations“Ripupyourcommunicationsdegree.WriteoffyourPRjobexperiencefromthelast30years.AsDorothysaidinTheWizardofOz,‘Toto,Ihaveafeelingwe’renotinKansasanymore.’Buttakeheart,TinMan,‘rehab’isava
2、ilable—broughttoyoubySolisandBreakenridgeinthisbook—togetyoubackonyourfeetandre-inventyourself.Thefirststeptowardfullrecoverybeginsonpageone.”—JerrySantos,SeniorVicePresident,CorporateCommunications,GlobalCrossing“WhatiswrongwithPR?Plenty.Everydayforthel
3、astdecadeormoreI’vereceivedmorethanfiftyunsolicitedpitches.Lessthan1%everwindupbeingarticles.That’swastedeffortforthepersonwhowrotetherelease,wastedtimeforthejournalistweedingthroughitall,andwastedmoneyfortheclient.It’snotanewgripe,butuntiltenyearsagoitw
4、astheonlysystemwehad.Now,socialmediahasturnedeverythingonitshead.It’schangedthewayreadersconsumeinformation,thewayreportersfindandwriteaboutit,andit’shightimeitchangethewayPRprofessionalspitch.PuttingthePublicBackinPublicRelationsgetsitall—what’swrongwit
5、htheoldmodelandthepowerofthenewone.BrianandDeirdreexplainincleardetailhowit’snolongeraboutpitching,it’saboutengaging.Theyexplainwhatthatmeansandhowtodoitright.Ifeveryonereadthis,myjobasareporterwouldbeawholeloteasier.”—SarahLacy,journalistandauthorofOnce
6、You’reLucky,TwiceYou’reGood:TheRebirthofSiliconValleyandRiseofWeb2.0“Thisbookisessentialreadingforanyandallcommunicationprofession-als.Learninghowtospeakwithandnotatyouraudienceisthekeytosuc-cessinthePR2.0world.BrianandDeirdretalkstrategy,tactics,andwhat
7、works,withdetailedcasestudiesthatilluminateeachpoint.It’salsowritteninaclearstylethateveryonewillbeabletounderstand,fromsocialmedianovicetoadvancedtechnologyuser.Thisisamustreadforanycommunicationsprofessionalworkingtoday.”—JaneQuigley,RelationshipDirect
8、or,crayonFromtheLibraryofGarrickLee“PRhaschangedforeverandBrianSolisandDeirdreBreakenridgeareattheforefrontofthischange.IfyouthinkPRisfineanddandy,pleasebuythisbookbecausewithoutityouwillbeoutofbusiness!”—GaryVaynerchuk,Di