As the New York Times recently documented in its article, “Spinning the Web: PR in Silicon Valley,” the industry is, at the very least, in a state of disarray, mired in a global branding crisis. Up until now, PR was without a crisis communications team to anything about it.

A new book offers help and hope. And, it’s not just for PR and communications professionals. This book documents the socialization of the Web, marketing, service, and product development and promises to help anyone responsible for creating, managing, and steering the brand on behalf of any company.

Putting the Public in Public Relations is written for the those facing the new intersection of all that is literally Public Relations including PR, customer service, brand managers, advertising, social media, community management, media and journalism, marketing, advertising, teachers and students, content publishers, and everyone in between.

Book Summary:

PR, as we know it, is a dying practice having evolved away from the public and instead concentrating its energy on broadcasting messages to audiences through intermediaries such as media and bloggers.

What we’ve learned and what we know are quickly fading into irrelevance and obscurity. Reporters and analysts are now sharing the stage with a new generation of influencers…YOU!

In addition to a still relevant process of media relations, we now need to expand our scope of participation and outreach by also identifying, understanding, and engaging the everyday people who have defined a powerful and democratized online platform for creating and distributing information, insight, and opinions – effectively gaining authority in the process.

Public Relations can now participate in the online conversations that define our markets.. This is a new era of influence and in order to engage, we have to rewire our DNA to stop marketing “at” audiences in order to genuinely and intelligently humanize our story to connect with real people and the online communities they inhabit.

Putting the Public Back in Public Relations is a crucial guidebook for helping brands navigate the social economy, while enhancing your career and future in the process.

This book will help businesses forge meaningful relationships with the traditional and new influentials in order to cultivate a loyal and hyper-connected community of advocates.