Book
Review
Your
Guide to Survival
in the World of the Social Web
Putting
the Public Back in Public Relations
How Social Media is Reinventing the Aging Business of PR
by
Brian Solis and Deirdre Breakenridge
ISBN-13
978-0-13-715069-4
Published by FT Press
Reviewed
by Katie Delahaye Paine
I'm
a big believer in the "Meant To Be" factor, a.k.a.
synchronicity, and the law of getting what you need when you
need it. If ever an industry needed a book, it's the public
relations industry, and it's this book.
(See The Paine of
Measurement, also in this issue.) Read
more about the book at Brian Solis' PR 2.0 blog.
Solis
and Breakenridge begin by laying out all the problems
with PR in the new age of social media, and they explain why
the old rules no longer work. They make
some great arguments as to why the reputation of PR is in serious
trouble and why there's some question as to whether it will survive
as a profession at all.
But beyond
that gloom and doom is where Putting the Public Back in Public
Relations really shines. It's
the GPS that PR people need to guide them out of the weeds and
wilderness.
This
book tells you how to build relationships, not just accumulate eyeballs.
It
talks about how to do blogging right and how to "release" news
into this new environment. It covers video news releases, corporate
blogging, and how to participate in social networks.
Best
of all, it provides some great "rules for engagement" for the PR people who are confused
by all this new
media. These rules
will be
invaluable to anyone trying to navigate their way through the social
media maze. They include:
- How
to target people in social media,
- Rules
for breaking news,
- 10
principles for ethical contact, and
- 9 rules
of engagement.
In the
interest of full disclosure, I am quoted in the chapter on measurement.
I strongly agree with Solis and Breakenridge's recommendations
on how to measure social media, and I can't help but congratulate
them
for devoting
20 pages to metrics. It's good that they also get into the whole
web analytics discussion. Knowledge of this tricky field is a requirement
for PR people in the
new world,
but too often
overlooked or avoided.
So, for
anyone just taking the plunge into the world of the social web and
PR, this is the lifesaver you need to survive. 
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