Social Media and Public Relations: Eight New Practices for the PR Professional

Deirdre K. Breakenridge

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Public Relations and Crisis Communication Digital Marketing and Social Media Media and Digital Communication

Abstract

Foreword by David Armano viii Introduction: When Social Media Meets PR, Communication Unites with Technology 1 Chapter 1 PR Practice #1: The PR Policymaker 8 Chapter 2 New Practice #2: The Internal Collaboration Generator 23 Chapter 3 New Practice #3: The PR Technology Tester 37 Chapter 4 New Practice #4: The Communications (COMMS) Organizer 54 Chapter 5 New Practice #5: The Pre-Crisis Doctor 71 Chapter 6 New Practice #6: The Relationship Analyzer 87 Chapter 7 New Practice #7: Reputation Task Force Member 103 Chapter 8 New Practice #8: Master of the Metrics 118 Chapter 9 Using Your New PR Practices to Become an Influencer and Change Agent 134 Chapter 10 The Future of PR and Social Media 146 Appendix The Social Media Strategy Wheel 157 Index 160

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