In this concise, focused, action-oriented book, industry thought leader Deirdre Breakenridge teaches and demonstrates the eight new skills and mindsets PR/marketing pros need to build brands and engage customers in a social world. Breakenridge shows professionals how to systematically expand their roles, improve their processes, and sharpen their strategies to engage with today's more sophisticated and socialized customers. Drawing on her extensive experience as a social marketing/PR pioneer, Breakenridge shows how to:
Respond to consumers who demand control over their own brand relationships
Marry communications with technology far more effectively
Reflect social media in policies and governance
Generate greater internal collaboration, eliminating silos once and for all
Become the organization's go-to source for reliable guidance on social technology
Listen to consumers' conversations and use the lessons to communicate more successfully
Build communications crisis plans that can be implemented at a moment's notice
Develop profound new insights into how consumers construct and perceive their brand relationships
Practice reputation management on steroids
Go beyond accepting metrics to taking the lead with them
And much more...
Respond to consumers who demand control over their own brand relationships
Marry communications with technology far more effectively
Reflect social media in policies and governance
Generate greater internal collaboration, eliminating silos once and for all
Become the organization's go-to source for reliable guidance on social technology
Listen to consumers' conversations and use the lessons to communicate more successfully
Build communications crisis plans that can be implemented at a moment's notice
Develop profound new insights into how consumers construct and perceive their brand relationships
Practice reputation management on steroids
Go beyond accepting metrics to taking the lead with them
And much more...