PR 2.0

How Digital Media Can Help You Build a Sustainable Brand

By: John Friedman

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Paperback | 2 January 2015 | Edition Number 1

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84 Pages

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15.0 x 21.0 x 0.8

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Digital media offer many of the same characteristics - immediacy, transparency and interactivity - that make one-to-one the most effective form of communication. And yet many organizations do not fully embrace them. They simultaneously underestimate and fear the power of digital communications. And yet these tools, when used strategically, can be an effective part of your communications plan.PR 2.0 will help you:

1. understand how the increasing emphasis on transparency driven by corporate responsibility has changed the ways that effective organizations communicate with their stakeholders;

2. develop a communications plan for your organization that reaches, and engages, the right stakeholders, using the most appropriate tools and channels;

3. demonstrate the value and "sell" the use of digital media to skeptical internal stakeholders, including in the c-suite, as part of your mission-advancing communications plan.

You can make the most of the irrevocable changes in the way people create, share, receive, judge and interact with information. This book offers real-world examples and practical tools to help your organization to live its values and effectively engage with those most essential to your success.

Industry Reviews

"A quick and practical read on how to connect social and digital media strategies.

No fluff, no fancy charts, no pages and pages of analytics without context ... For communicators, this guide offers practical tip sheets and useful examples. For marketers, this is a toolkit on how to pursue effective and strategic communications. Highlight it, pin up the pages, share it."--Aman Singh Das, veteran communicator, long time journalist and CSR/sustainability practitioner
"In a transparent world, how a company behaves and manages our shared environmental and social challenges is open to public scrutiny. For executives, it's a path filled with big risks and opportunities. John Friedman's PR 2.0 shows marketers and business leaders how to use digital media not as a megaphone, but as way for companies to live their values and foment an authentic conversation with employees, customers, and every other stakeholder."--Andrew Winston, author of The Big Pivot, co-author of Green to Gold
"John Friedman is Huffington Post's blogger on matters of sustainability and brand and an effective international business leader at the global giant Sodexo. With his new booklet PR 2.0 in hand, you will enjoy how well John writes: clear, bold, modern, William Hazlitt-like wit and insight. This monograph has a bunch of punch lines and a string of gems. PR 2.0 is one of the first books bridging the immense realm of brand with the still juvenile, but booming world of sustainability. There will be many more in the decades that follow, and it (along with Scott Bedbury's A New Brand World) is one of the first real steps forward. I found it time well spent in our swift and hectic world."--Bruce Piasecki, President and Founder, AHC Group and author of New York Times' bestseller: Doing More With Less

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