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ISBN-13 9780132983235ISBN-10 0132983230
ISBN-10 0132983214ISBN-13 9780132983211
Author(s): Deirdre K. Breakenridge
Publisher: Pearson FT Press
Copyright year: © 2012 Pages: 176

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...