Acknowledgments
About the Author
Foreword Brian Solis

Introduction to PR 2.0
Are You Ready to Be 2.0 Ready?
The Big Bang
About This Book
The Transition to PR 2.0
PR 2.0 Is Here
You Can Discover a Better Way
Go Ahead, Let the Good Times Roll
Your Best and Most Remembered Communications Resources
Endnotes
Getting Started with 2.0 Research
The Best Commitment You'll Ever Make
Are You Ready for Research?
New Research Methods to Reach the Influencers
An Interview with the Cision Experts
2.0 Changes for the Better
Research with Expert Resources
The Internet Meets Your Budgetary Requirements
Gurus Need Not Apply Here
Find the Right Research Partner
What the Experts Have to Say
Endnotes
Reaching the Wired Media for Better Coverage
How Far You Go for the Relationship
Give Your Influencers What They Want
Help Is on the Way
The Human Element Gives You an Edge
Resources for Relationships and Better Coverage
Better Monitoring for PR 2.0
Social Media and What/Who to Monitor
Your Advanced Tools for Monitoring
Evaluating the Conversations
An Expert's Perspective on Blog Monitoring and Measurement
A New Direction in PR
Interactive Newsrooms: How to Attract the Media
You've Got the Basics Covered
Newsrooms Serving a Wide Range of Needs
Interview with an Expert
You Can Manage the Newsroom Yourself
The Leaders of Online Newsrooms
Online Newsroom Leader #1
Online Newsroom Leader #2
Online Newsroom Leader #3
Endnotes
The Social Media News Release: An Overdue Facelift
A New Format to Spark Conversations
Be Prepared for Social Media
Getting Started with Social Media
You Don't Have to Be a Web Developer to Create 2.0 Tools
When to Rely on the Experts
Interview with an Expert
Social Media Template: A PR Pro's Opinion
Endnotes
Social Networking: A Revolution Has Begun
The Start of the Revolution
Reaching Audiences Through Social Networking
The Leaders of Blogging
How Does Social Networking Change Your Brand?
Identifying Trends in Social Networking
Social Networks Go Far Beyond Friendships
How to Measure Social Networks-An Expert's Point of View
Moving Forward with Social Networking
Endnotes
RSS Technology: A Really Simple Tool to Broaden Your Reach
You Can Cut Through the Clutter
Increase Your Marketing Arsenal
What It Means to Be in Charge
The Pros Take a Stance
A Publisher's Point of View
Moving Ahead with RSS
Video and Audio for Enhanced Web Communications
More Than a Fad
Web 2.0 Competition Is Heating Up
An Expert's Top 10 Reasons to Use Video
Lessons from a Thought Leader
An Agency's Perspective
Using Video/Audio for PR 2.0 Communication Success
Endnotes
Embracing PR 2.0
Social Media: Immerse Yourself and Your Brand
Be a Social Media Consumer
Rethinking Communication Based on Consumer Behavior
Giving Power to the People
Get Your Audience in Your Backyard
An Expert's Perspective on Social Media Tools
Moving Forward Through Understanding and Experience
Endnotes
The Pro's Use of PR 2.0
Social Media for the Start-Up
Engaging the Large Corporation
The Consultant/Guru's Point of View
Best Practices from the Technology Evangelist
Q&A with a Social Media Innovator
Go Ahead, Get Passionate over Social Media
The Mindset of the PR 2.0 Journalist
How to Reach PR Greatness
Advice from the Influencers
Q&A with a Top-Tier Journalist
PR 2.0 Means Great PR
A PR 2.0 Plan
The Best PR 2.0 Planning Approach
Creative PR 2.0 Planning and Strategy
Adverb Media
TOMY International
Quality Technology Services
ASCO Power Technologies
Moving Forward with Your PR 2.0 Planning
Endnotes
The Future of 2.0
The Path to Great PR
Your Path to Great Communication
You've Come a Long Way
PR 2.0 Hot Topics
More Expert 2.0 Advice
Your Brand and PR 2.0
PR Has Changed for the Better
Don't Just Go with It-Go for It!
Endnotes
Index