Breakenridge, Deirdre - PR 2.0_ New Media, New Tools, New Audiences (2008, FT Press) - libgen.li

280 PR 2.0: New Media, New Tools, New Audiences Multivision, 33 online media kit development, MultiVu, 178 QualityTech, 250 MyBloglog, 129 MyRagan, 195 online newsrooms. See interactive newsrooms MySpace, 126, 165 online research strategies, 29-30 Art eXposed, 208 P N Papadopoulos, Greg, 127 partners, finding research partners, 44-46 NAPL, 212 Peppercom, 174 natural language process, 77 negative publicity, social media video, 174-182 Pharmaceutical Safety Institute, and, 222 New Media Release, 117 44-46 new releases Phelan, Brian, 254 phone calls, 67 formats of, 103-104 podcasting, 213 opinions of an expert, 111-117 tips for, 119-120 QualityTech, 251 News Broadcast Network (NBN), Viral return on investment, 182 Infusion, 178 versus web streaming, 180 news release e-blasts, 24-26 podcasts, 179, 234 news releases, 103 Pownce, 214 SMR PR changes for the better, 271-274 features of, 104-106 great PR, tips for, 241 getting started with, 106-108 PR 1.0, 17 News@Cisco, 167-168 editorial coverage, 18 newsgroups, 63 relationships, 18 newsletters, e-newsletters, 19-22 two-way communication, 17 newsrooms. See interactive newsrooms PR 2.0, 240 Nokia, 128 benefits of, 37-39 novel information, 60 future of, opinions of Brian Cross, 268-269 history of, 262-265 O hot topics The Observer Group, 33 blogging, 266 Olsen, Dr. Axel, 45 SMR, 266-267

Index 281 mission of, 267-268 Raschtchy, Safa, 244 planning and strategy, 244 RBI (Reed Business Information), 152 planning approach, 243-244 reality programming, 271 taking advantage of, 272-274 Really Simple Syndication (RSS), 143 tips for beginner programmers, 108-110 PR 3.0, 267 creating feeds, 145 PR Newswire opinions of Jennifer Wilhelmi, EdCals, 64 eWatch, 74-77 152-159 ProfNet, 64 opinions of Michael G. Schneider, 148-152 research, 41-42 publisher’s view point, 152 ProfNet (PR Newswire), 64 QualityTech, 252 PRWeb, 123-124 Responsibilities, 147-148 PRX Builder, 110-111 tips for, 159-160 viewing, 145 Q Reed Business Information (RBI), 152 relationships Quality Technology Services (QualityTech), human interaction, 62-63 249-250 journalists and PR pros, 227-228 blogging, 251 PR 1.0, 18 media relations, 250 with journalists, 58-59 monitoring, 252-253 research, 28-29 online media kit development, 250 available resources, 30 podcasting, 251 RSS, 252 research programs, 31-32 video, 251 finding the right research partner, 44-46 future of, 52-54 QualityTech Forum, 251 help, 61 Quigley, Jane (social media), Internet data, 46-55 methods for reaching influencers, 32-33 213-216 online research strategies, 29-30 PR 2.0, benefits of, 37-39 R resources, Cision, 33-37 research programs, 31-32 Ragan Communications, 191-196 resources, research, 30 Ragan, Mark, 191-196 Cision, 33-37 research programs, 31-32 Reuters, email, 189

282 PR 2.0: New Media, New Tools, New Audiences RSS (Really Simple Syndication), legitimizing, 270 143-144, 233 monitoring, 72-74 creating feeds, 145 negative publicity, 222 opinions of Jennifer Wilhelmi, opinions of Jeremy Caplan, 152-159 opinions of Michael G. Schneider, 148-152 233-240 publisher’s view point, 152 opinions of Jimmy Wales, QualityTech, 252 responsibilities, 147-148 217-224 tips for, 159-160 power to the people, 191 viewing, 145 Ragan Communications, 191-196 tips for, 203-204, 224-225 S Social Media News Release Wizard (PRX Builder), 110 Schneider, Michael G. (opinions on RSS), Social Media Release (SMR), 103, 266-267 148-152 features of, 104-106 getting started with, 106-108 Schwartz, Jonathan, 127 relying on experts to create, Seitel, Frazier, 240 self-promotion, Wikipedia, 223 110-111 Shift Communications, 106 social media templates, opinions of a Skinner, Ted, 41, 74 Skrobola, Mark, 208 professional, 117-119 Smart News Release, 111 social media, opinions of Thom EON service, 111-117 Brodeur, 197-203 Smarties candy, 23-24 social networking, 123 SMR (Social Media Release), 103, 266-267 blogging, leaders, 126-127 features of, 104-106 opinions of Neal Gorenflo, getting started with, 106-108 relying on experts to create, 132-140 opinions of Stephen 110-111 social analytics, 138 Johnston, 128 social media, 14, 71, 187 PRWeb, 123-124 reaching audiences, 124-126 becoming involved in, 187-188, 208 tips for, 141-142 communication based on consumer trends in, 129-130 social networks, 130-131 behavior, 188-190 analyzing, 136 Classmates.com, 130-131 Solis, Brian, 9, 14, 262-263, 265 Sony, Playstation products, 23

Index 283 Southard Communications, 246-248 Teng, Andy, 65-66 Starbucks, 80 Thaler, Linda Kaplan, 4 stategies for PR 2.0, tips for, Thatcher, Margaret, 246 Thomas, Randall, 45-46 256-257 Threepipe Communications, 246 Stoopid.com, 23 Threepipe UK, 248 StoryCrafter (Edelman), 117 Time.com, 235 Strance, Kye, 63 timely information, 59-60 strategies of PR 2.0 TOMY International, 246-249 tonality, monitoring stories for, 78 Adverb Media, 244-245 tools ASCO Power Technologies, monitoring. See monitoring, tools 253-256 Web-based tools, 15-16 QualityTech, 249-250 trends in social networking, 129-130 Truveo, 162 blogging, 251 Tumblr, 214 media relations, 250 turnover, journalist turnover, 58 monitoring, 252-253 Twitter, 245 online media kit two-way communication, PR 1.0, 17 development, 250 U podcasting, 251 RSS, 252 Union Bank, email, 189 video, 251 TOMY International, 246-249 V streaming video, 177 Sturaitis, Laura (new releases), Vadnais, Candace, 24 111-117 Vangel, Mark (monitoring and measurement), Success Communications Group, RSS, 148-152 78-82 Sun Microsystems, 126 video, 161-162, 235 blogging, leaders, 126-127 an agency’s perspective (Peppercom), T 174-182 TalkBMC, 209-210 opinions of Jeanette Gibson, 167-171, Taylor, Hymphrey, 46 173-174 Technorati, 74, 105 TEK group International, Inc. (interactive QualityTech, 251 newsrooms), 90-93

284 PR 2.0: New Media, New Tools, New Audiences reasons to use, 163-166 Whole Foods, video, 181 tips for, 182-183 Wikia, 221 YouTube.com, 162 Wikimedia, 221 video blogs (VLOGS), 161 Wikipedia, 191, 217-220 Video Monitoring Services (VMS), 33 video news releases (VNRs), 16, 161 self-promotion, 223 video on demand (VOD), 16 wikis, 191 viewing RSS feeds, 145 Wilhelmi, Jennifer, 152-159 Viral Infusion (News Broadcast Network), 178 Woodall, Ibrey, 90 viral marketing, 22-24 Virzi, Anna Maria, 58 interactive newsrooms, 90-93 VLOGS (video blogs), 161 VMS (Video Monitoring Services), 33 X VNRs (video news releases), 16, 161 Vocus, 32, 61-63 XHTML, news releases, 113 blogs, 63 XML, 145, 159 VOD (video on demand), 16 Y W Yahoo!, video, 162 Wales, Jimmy, 191 YouTube.com, 161-162, 165 social media, 217-224 Z Walton, David, 151 Warren, Dr. Neil Clark, 124 Zipatoni, 23 Web Edit Pro, 94 web programming interactive newsrooms, 94-95 tips for beginner PR 2.0 programmers, 108-110 web streaming measuring, 181 versus pod casting, 180 return on investment, 182 Web-based tools, 15-16 Web, 14. See also Internet Whiting, Glen, 244

In an increasingly competitive world, it is quality of thinking that gives an edge---an idea that opens new doors, a technique that solves a problem, or an insight that simply helps make sense of it all. We work with leading authors in the various arenas of business and finance to bring cutting-edge thinking and best-learning practices to a global market. It is our goal to create world-class print publications and electronic products that give readers knowledge and understanding that can then be applied, whether studying or at work. To find out more about our business products, you can visit us at www.ftpress.com.