Social media has taken the world by storm, becoming the most used medium for advertising, information sharing, and business development, with many platforms through which to reach and network with customers around the world. Jason Hartman interviews Deirdre Breakenridge on the changes in public relations, how to find the people you’re trying to attract, how to monitor your community of consumers, and listening and meeting the needs of your clients by providing more meaningful information.
Some of the most popular platforms today are Facebook, YouTube, Twitter, and Vimeo. Deirdre explains how to “listen” on the various platforms, including searching Google and Yahoo, describing different powerful software platforms that can provide this tool for bigger brands. She also discusses effective public relations monitoring for speakers and publishers, including being part of community chats, blogs, and forums in social media communities, such as Twitter. She encourages people to be and act like the thought leader, but to also be available to answer questions or speak or coach. Deirdre stresses who you are online is really who you need to be all the way around. Your online presentation should match who you are in real life. “Be your brand,” says Deirdre.
Jason and Deirdre touch on the subject of news releases, the changes beyond traditional outlets, including the ability to hyperlink resources and embed YouTube videos in your material. Deirdre refers to this function as PR 2.0, a more customized story that can be shared in communities. In the new age of social media and public relations platforms, there are many more options available to reach customers/consumers. As these outlets evolve, several are becoming much more cost effective. Deirdre K. Breakenridge is Chief Executive Officer at Pure Performance Communications. A veteran in PR and marketing, Deirdre has counseled senior level executives at companies including Empire Today, Hershey’s, JVC, Kraft, the Public Relations Society of America (PRSA) and the World Bank. Deirdre is the author of four Financial Times books. Her book, “Putting the Public Back in Public Relations,” published in March 2009, is available in major bookstores and online. She has also authored: “PR 2.0, New Media, New Tools, New Audiences,” “The New PR Toolkit” and “Cyberbranding: Brand Building in the Digital Economy.” Her fifth and most recent book, “Social Media and Public Relations: Eight New Practices for the PR Professional,” will be published by FT Press, a Pearson company in February 2012.
Deirdre speaks nationally and internationally on the topics of PR, marketing and social media communications. In 2011, she was a keynote speaker at the RIT Social Media and Communications Symposium, delivered the keynote address for the Maine Public Relations Counsel (MPRC), and presented the keynote at Visa Championships / USA Gymnastics Conference. Deirdre has also presented at BlogWorld, Social Media Congress (in Amsterdam), the Public Relations Institute of Australia (PRIA), the Marketing Executives Networking Group (MENG), the Public Relations Association of Museums (PRAM), and the Women’s Presidents Organization (WPO). Deirdre is a member of PRSA and has served as a on the Board of NJ/PRSA and the New Jersey Advertising Club.
Top Rank named Deirdre among the 25 Women that Rock Social Media and Traackr recognized Deirdre as the #1 PR 2.0 Influencer in 2011. Deirdre is a contributing editor of TechConnect, PRSA’s technology newsletter. She blogs about PR 2.0 strategies and The Daily National and is the co-founder of #PRStudChat, a dynamic Twitter discussion scheduled monthly for PR students, educators and PR pros.