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 socialised 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 organisation’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… The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
