PR News’ Digital PR Guidebook, Vol. 3 : I’m in :D

by Laurent François

Citizens!

You should buy the very last PR News’ Digital PR Guidebook. I have the big honour to be one of the contributor. And guess on which topic: pervasive creativity and the value of an idea in the era of social media.

Here’s the content:

Chapter 1—Overview……………………………………………………………………………….8
“What’s the Value of an Idea in the Era of Social Media?” by Laurent François……………………………………..10
“Popularity of Following Brands a Double-Edged Sword for Digital PR” by PR News Editors………………13
“Navigating the Gender Divide in Your Online Communications & PR” by Denise Brunsdon……………..14
“PR Meets Marketing: Adversaries Find Common Ground in Cyberspace” by PR News Editors………….18
“How to Maximize the Convergence of PR and Marketing in Digital Terms”
by Scott Severson……………………………………………………………………………………………………………………………20
“Hearing Echoes of the Hawthorne Effect in the Social Media Age” by Frank Ovaitt…………………………….21
“Crowdsourcing for PR Success” by Fard Johnmar……………………………………………………………………………….23
“Building a Digital Public Relations Toolbox for an On-Demand World” by AJ Gerritson……………………25
“Social Media Intelligence: Use Your Brain for a Successful Campaign” by Bill Balderaz……………………….28
“How to Apply Thought Leadership to Social Media” by Ford Kanzler………………………………………………….30
Chapter 2—Social Media: Leveraging Twitter, Facebook and Beyond………….32
“PR & Social Media: Studies Examine Risks, Benefits and Possible Uses” by PR News Editors………………34
“Twitter and the Intersection of Communications and Content” by PR News Editors…………………………..36
“Gender Bender: Adjust Your Tweets to Accommodate Preferences”
by PR News Editors………………………………………………………………………………………………………………………..38
“Real-Time Public Relations: How Social Media Has Upped the Ante” by Molly Hippolitus…………………40
“Spelling Success in 140 Characters or Less: Rise Above the Noise on Twitter”
by Ellen Petry Leanse………………………………………………………………………………………………………………………43
“Dear Social Marketer: Whose Content Is It, Anyway?” by Jake Wengroff…………………………………………….46
“Maximize Your Opportunities for Persuasion in a Social Media Realm” by Melissa Campbell…………….49
“Must-Have Components of a Social Media Policy” by PR News Editors……………………………………………..51
“Taking a Skeptical Approach to the Uses of Social Media for PR” by Mike Herman…………………………….54
“On Twitter, Hold the Bitterness: Some Social Media Tips to Consider” by Dave Armon……………………..56
“Social Media Regulations: Master Old Rules, Prepare for New Ones” by PR News Editors………………….58
“Listen, Learn, Adapt: Harness the Growing Power of Facebook” by PR News Editors………………………….60
“Friend or Foe? Using Facebook to Keep Your Stakeholders Close” by PR News Editors………………………62
“How to Deftly Manage User Content on Facebook” by Jason Winocour……………………………………………..64
“How to Create a Social Media Roadmap in Eight Simple Steps” by Jay Baer………………………………………..66
“Listening to Twitter Conversations Is a Question of Who—and Where”
by PR News Editors………………………………………………………………………………………………………………………..68
“Two Very Different Organizations Offer Twitter Lessons for Companies Big and Small”
by PR News Editors………………………………………………………………………………………………………………………..70
“Employee Comms Fall Short, Especially in Social Media” by PR News Editors……………………………………73
“Using Social Media as a Successful Internal Communication Channel” by Helen Paczkowski…………….75
digital pr guidebook • Vol. 3
prnewsonline.com 5
“Debunking the Myths About Social Media & B2B Communicators” by Beth Hallisy…………………………..78
“Putting Facebook Tools to Work: Tactics That Draw a Fan Base Closer”
by PR News Editors………………………………………………………………………………………………………………………..80
“Charting the Industry: PR Leaders Say Social Media Drives Agency Biz” by PR News Editors…………….82
“Commercials Aren’t Just for Beer: Tout Your Successes Internally” by Mark H. Goldberg……………………83
“Case Study: Social Media Campaign Promotes Smart Financial Practices” by PR News Editors………….86
“How to Add Foursquare to Your PR Arsenal” by PR News Editors………………………………………………………89
“Archiving Social Media Content: For the To-Do List, or a Needless Action?” by PR News Editors………91
Chapter 3—Social Media: Training & Measurement………………………………….94
“Dragging Public Relations Measurement Into the Digital Age” by PR News Editors……………………………96
“Social Media Measures Up: Find the Numbers That Mean PR Success”
by Margot Sinclair Savell………………………………………………………………………………………………………………..98
“Public Relations Makes a Real Impression in a New Media World” by Cole Smith…………………………… 101
“Train Your Team to Launch Confidently Into Cyberspace” by PR News Editors………………………………. 104
“Crawl > Walk > Run: Teach Your Top Execs to Rock Social Media” by PR News Editors………………….. 107
“How to Meet the Social Media Challenges of B2B Companies” by Dan Simon………………………………… 109
“Refreshed Objectives & Open Ears Help Users Cure Blog Fatigue” by PR News Editors…………………… 111
“Web Skills and the Executive Search: Not Everyone’s a Social Media Guru”
by PR News Editors……………………………………………………………………………………………………………………. 113
“Monitoring Social Media Calls for a New Set of Tools” by Tim Williams…………………………………………. 116
“From Mainstream to Tweetstream: Future of Integrated Measurement” by PR News Editors…………… 118
“PR Transformation Sparks New Measurement Models & Metrics” by PR News Editors…………………… 121
“The Holy Grail: Tie Earned Media Metrics Back to Business Outcomes” by PR News Editors………….. 123
“Seeing Paradise by the Social Media Dashboard Light” by PR News Editors……………………………………. 126
Chapter 4—SEO/SEM & Writing for the Web………………………………………….128
“Search Engine Optimization: It’s a Brand New PR Landscape” by Carolyn Kim……………………………….. 130
“Web Writing 101: Engage SEO, Add SEM for More Online Success” by PR News Editors………………… 133
“Don’t Play Google Hide & Seek: Some Tips to Improve SEO Rankings”
by Devin Davis and Karianne Stinson…………………………………………………………………………………………. 135
“Cut Through the Competition Online With Quality PR Content” by Andrea Walker………………………. 139
“Put Brand Strategy in the Driver’s Seat When It Comes to Web Copy” by Alex S. Kasten………………… 141
“Get Your Company ‘Found’ With Robust Content and SEO Strategy” by Veronica Fielding…………….. 144
“Develop Your Digital Identity With a Savvy Online Style Guide” by Adrienne Lea………………………….. 147
“For Best SEO Results, Think Outside the Usual Search Engine Suspects”
by PR News Editors……………………………………………………………………………………………………………………. 150
“So, You Think You Know SEO? A PR News Pop Quiz” by PR News Editors…………………………………….. 152
“Achieve Online Excellence With Tailor-Made SEO, SEM & Content” by Jasmine Sandler………………… 154
6 prnewsonline.com
Chapter 5—Leveraging Online Video…………………………………………………….156
“Tap Into the Potential of Online Video & Build Your Company’s Brand” by Tim Haran………………….. 158
“Use Online Video Creatively and Wisely to Grab Viewers’ Attention” by Jacquie Goetz…………………… 161
“Lights, Camera, Action—and B2B Marketing Success” by Mike Neumeier………………………………………. 164
“Case Study: Grasshopper’s ‘Multi-Sensory’ Campaign Takes a Giant Leap” by PR News Editors………. 166
“How to Expertly Use a Flip Video Camera for Optimal PR” by Pete Codella……………………………………. 169
Chapter 6—Mobile PR………………………………………………………………………….172
“Take Your PR Efforts on the Road With a Good Mobile Search Strategy” by Ian Howie…………………… 174
“As Smartphone Use Takes Off, Smart PR Practitioners Should Go Mobile” by PR News Editors………. 176
“Text Messaging: A Personal Platform Issues a PR Call to Action” by PR News Editors…………………….. 178
“The Wild Mobile West Brings Big Branding & Awareness Opportunities” by PR News Editors……….. 181
Chapter 7—Media Relations 2.0…………………………………………………………….184
“Engage on Many Levels for the Best Possible Media Relations” by Bob Geller………………………………….. 186
“eMedia Releases: Get Through the Maze and Onto the Page” by Chet Wesley………………………………….. 189
“Redefining Media Relations for PR Pros in the Blogosphere” by Brian G. Smith, Ph.D…………………….. 192
“Delve Into Media Psychology for Digital PR Tips You Can Use” by Dr. James N. Herndon……………… 196
“CAN-SPAM in the Media 2.0 Mix” by Jay Krall……………………………………………………………………………….. 199
“Immortalize Your Online Press Releases by Using SEO” by Jeff Stacey…………………………………………….. 201
“Case Study: Goodyear Uses Integrated Media to Launch New Tire” by PR News Editors…………………. 204
“The Rules and Limits of Social Media” by PR News Editors……………………………………………………………… 207
“How to Extend the Reach of Your Online Newsroom” by Steve Momorella……………………………………… 209
“Navigating a New Media World: How to Reach Key Influencers” by PR News Editors…………………….. 211
Chapter 8—Reputation & Brand Management Online……………………………..214
“Brand Control: Sometimes It’s OK to Let Your Customers Take the Wheel” by Adam Turinas…………. 216
“Protect & Repair: Manage Your Company’s Reputation Online” by Juliet Dilorio…………………………….. 219
“Managing Reputation & Brand in a Brand New World” by L. Drew Gerber…………………………………….. 221
“Single Brand, Many Voices: Branding in a Multi-Access Age” by Chris Bechtel……………………………….. 223
“Before You Dive In: Listen, Engage and Plan Your Content” by Sean Corbett, Robert Santwer,
Rachelle Houle-Maisner, Sal DeFilippo & Rebecca Younger…………………………………………………………. 226
“Inside-Out Engagement: Living the Brand in Online Contexts” by S. Alyssa Groom, Ph.D…………….. 230
“Brand Survival in the Age of Asymmetric Comms” by Daniel Bingham………………………………………….. 234
“How to Socialize a Brand as Media Platforms Converge” by PR News Editors…………………………………. 236
“Social Temptations: Over-Sharing, Over-Committing and Other Vices” by Sandra Fathi………………… 238
“When Branding Online, Compelling Content Builds Community” by PR News Editors…………………. 240
“Social Media & Branding: Can You Control It? Should You?” by PR News Editors…………………………… 242
“Consumer-Based Review Web Sites Offer Pain and Pleasure” by PR News Editors…………………………… 244
Table of contents
digital pr guidebook • Vol. 3
prnewsonline.com 7
Chapter 9—IR & Financial Communications 2.0…………………………………….248
“Feds Leverage New Data to Help Prevent More Foreclosures” by Bryan Hubbard……………………………. 250
“Social Media & Financial Comms: Ready to Get Your Feet Wet?” by PR News Editors……………………. 253
“Online or in Print, the Annual Report Is a Powerful PR Tool” by PR News Editors………………………….. 255
“PR: The ‘Heart’ of a Chapter 11 Filing—With a Digital Twist” by Scott Tangney……………………………… 257
Chapter 10—Customer Relations Online………………………………………………..260
“Shared Experiences: Social Media and a New Dawn of Engagement” by Richard Pesce……………………. 262
“Using Social Media to Manage Your Customer Relationships” by Jeremy Woolf………………………………. 265
“Digital Hearts and Minds: Online Focus Groups Gain Momentum” by PR News Editors………………… 268
“Case Study: LEGO Goes Digital, Engaging Customers Through Nostalgia” by PR News Editors……… 271
“Case Study: TurboTax Engages Clients Digitally With
a Radical Economic Model” by PR News Editors………………………………………………………………………….. 274
Chapter 11—Digital Public Affairs…………………………………………………………278
“Real-Time Campaign Capabilities Put No-Fault Auto Reform in Fast Lane”
by Marguerite Tortorello & Jeffrey L. Brewer………………………………………………………………………………… 280
“Start a Grassroots Movement by Taking a Page From Politics” by PR News Editors…………………………. 283
“How Nonprofits Can Soothe the Pain of Cutbacks With Digital PR” by John Powers………………………. 286
“How to Effectively Use Social Media in Regulated Industries” by Jared Roy & Brant Skogrand………… 289
“eGovernance Grows Globally, With Help From Digital PR”
by Ethel Bayona Brionnes & Kapil Rampal……………………………………………………………………………………. 292
Chapter 12—Crisis Communications……………………………………………………..296
“If You Don’t Have a Social Media Crisis Communications Plan—Get One” by Ron Vitale………………. 298
“Houston, We Have a Tweet: Social Media Meets Crisis Communications” by Kari Fluegel………………. 301
“Activism vs. Business on the Digital Battlefield: A PR Guide” by Jaya Koilpillai Bohlmann………………. 307
“Managing Crisis in Twitter Time Using the Social Media Toolbox”
by Heather Snow & Kelley Joyce…………………………………………………………………………………………………… 310
“Crisis Communications 2.0: How We Respond Will Never Be the Same” by Marissa Sweazy…………… 316
“Use Every Channel in a Crisis—But Listen With Your Brain” by Carol Merry………………………………….. 319
“Crisis Then and Now: What Has Changed, and What Is the Same” by David Krejci…………………………. 322
“Case Study: Student Prank Changes How a School District Communicates”
by JaneMarie Borger and Mark Franke…………………………………………………………………………………………. 325
“Case Study: Humane Society Takes Digital Aim at IHOP
for ‘Cruelty to Animals’” by PR News Editors……………………………………………………………………………….. 327
Index of Companies and Organizations………………………………………………….330

Leave a Reply









Additional comments powered by BackType