Enhanced descriptions from Syndetics:

Forget the "pitch": Yesterday's PR techniques just don't work anymore. That's the bad news. Here's the great news: Social Media and Web 2.0 offer you an unprecedented opportunity to make PR work better than ever before. This book shows how to reinvent PR around two-way conversations, bring the "public" back into public relations and get results that traditional PR people can only dream about. Drawing on their unparalleled experience making Social Media work for business, PR 2.0.com's Brian Solis and industry leader Deirdre Breakenridge show how to transform the way you think, plan, prioritize, and deliver PR services. You'll learn powerful new ways to build the relationships that matter, and reach a new generation of influencers...leverage platforms ranging from Twitter to Facebook...truly embed yourself in the communities that are shaping the future. Best of all, you won't just learn how to add value in the Web 2.0 world: You'll learn how to prove how new, intelligent, and socially rooted PR will transform your organization into a proactive, participatory communication powerhouse that is in touch and informed with its community of stakeholders.

Table of contents provided by Syndetics

• Foreword(p. xv)
• Preface The Socialization of Media and PR 2.0(p. xvii)
• Introduction Social Media = The Reinvention of Public Relations(p. 1)
• Part I The True Value of New PR
• Chapter 1 What's Wrong with PR?(p. 7)
• Challenging the Status Quo(p. 8)
• PR for PR People(p. 12)
• Company Executives(p. 15)
• Chapter 2 PR 2.0 vs. Public Relations(p. 23)
• Good Old Days(p. 23)
• Skepticism Creeps In(p. 25)
• How Did We Get Here?(p. 27)
• Where Are We Going?(p. 30)
• Chapter 3 PR 2.0 in a Web 2.0 World(p. 37)
• The New Collaborators(p. 37)
• PR Redux(p. 39)
• Communicating With, Not To(p. 46)
• Chapter 4 Traditional vs. New Journalism(p. 49)
• Journalist vs. Blogger(p. 50)
• Blogosphere Rising(p. 53)
• And Then Some(p. 64)
• Chapter 5 PR Is about Relationships(p. 67)
• People Need People(p. 67)
• PR 2.0 = New Relationship Strategies(p. 69)
• PR 2.0 All-Stars Collaborate(p. 78)
• Part II Facilitating Conversations: New Tools and Techniques
• Chapter 6 The Language of New PR(p. 83)
• And So It Begins(p. 83)
• In Each Seat, a Different Person(p. 85)
• Yeah, but What's in It for Me?(p. 90)
• Chapter 7 Blogger Relations(p. 93)
• The New Influencers(p. 93)
• Blogging Is Not Just Blah, Blah, Blah(p. 95)
• Not Every Blog Is Created Equal(p. 100)
• One Hot Topic(p. 102)
• In a Nutshell(p. 103)
• Chapter 8 Social Media Releases (SMRs)(p. 107)
• The Old Way(p. 107)
• A New Way(p. 108)
• Be Part of the (R)evolution(p. 111)
• Traditional Releases(p. 113)
• Customer-Focused News Releases(p. 113)
• SEO Press Releases(p. 114)
• Social Media Releases(p. 115)
• The Brand New World of New Releases(p. 122)
• Chapter 9 Video News Release (VNR) 2.0(p. 125)
• Traditional VNRs(p. 125)
• VNRs and Social Media(p. 126)
• Integrate with Other Social Media Strategies(p. 132)
• What Does All This Mean?(p. 133)
• Strategies for Creating Successful Video Programs(p. 134)
• Chapter 10 Corporate Blogging(p. 137)
• Capability vs. Competence(p. 137)
• False Assumptions(p. 144)
• Leveraging Blogging in B2B and B2C(p. 145)
• It's Not about Selling, It's about Dialogue(p. 146)
• Defining the Path(p. 148)
• Part III Participating in Social Media
• Chapter 11 Technology Does Not Override the Social Sciences(p. 153)
• Modern Communications(p. 154)
• Don't Fear Change(p. 156)
• Social Networks Are Not Legos(p. 156)
• The Proof Is in the Politics(p. 160)
• Chapter 12 Social Networks: The Online Hub for Your Brand(p. 165)
• The Rise of Social Networks(p. 166)
• Participation and Visibility(p. 167)
• Facebook Is a Template, Not a News Release(p. 170)
• Avoid the Clutter and Build Relationships(p. 174)
• Chapter 13 Micromedia(p. 177)
• Media Snackers(p. 178)
• A Closer Look(p. 179)
• Micromedia Marketing(p. 181)
• Micromedia-Inspired Macro Influence(p. 182)
• Lifestreams and Brand Aggregation(p. 183)
• Micromedia Tools and Services(p. 185)
• Chapter 14 New "Marketing" Roles(p. 187)
• Socialize to Survive(p. 187)
• Integrating Social Roles(p. 191)
• Part IV PR 2.0: A Promising Future
• Chapter 15 Community Managers and Customer Service 2.0(p. 199)
• Connecting People to the Human Beings Who Define Corporate Brands and Culture(p. 200)
• PR Evolves into a Service Center(p. 202)
• Developing a Complementary Inbound and Outbound Communications Program(p. 204)
• A New Role for a New Generation of Communications(p. 206)
• Contract Community Managers(p. 209)
• The Humanization of Marketing Communications(p. 210)
• Chapter 16 Socialization of Communication and Service(p. 213)
• Lobbying for Change(p. 215)
• Social Tools for Social Service and Communications(p. 217)
• You Are the Customer(p. 220)
• Augmenting Message Broadcasting with Market Value Propositions(p. 221)
• Reaching Tastemakers(p. 224)
• Introducing Psychographics to Traditional Demographic Profiling(p. 225)
• Chapter 17 The Rules for Breaking News(p. 231)
• Influence: Mainstream and Otherwise(p. 231)
• Blogs Are on the Scene(p. 234)
• The Beta Test(p. 237)
• You're Invited(p. 240)
• Socializing the News Process(p. 241)
• Beware of Embargoes(p. 242)
• Chapter 18 A New Guide to Metrics(p. 247)
• New Metrics for PR 2.0(p. 248)
• Conversation Index(p. 249)
• Measurement Tools(p. 262)
• Defining and Measuring Success(p. 264)
• Part V Convergence
• Chapter 19 PR 2.0 + PR 1.0 = Putting the Public Back in Public Relations(p. 271)
• PR and Its Branding Crisis(p. 273)
• The Future of PR(p. 275)
• New PR Requires New Roles(p. 278)
• The Conversation Prism(p. 279)
• Appendix A The SEC and the Importance of Recognizing Corporate Blogs as Public Disclosure(p. 283)
• Appendix B It's Alive!(p. 291)
• Index(p. 299)