How Social Media is Reinventing the Aging Business of PR


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.

“Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR” is available at AmazonBarnes & Noble, or wherever books are sold.


“There will be two kinds of PR professionals in the future: those who read this book and get with the program, and the unemployed. Your choice.” – Seth Godin, Author of “Tribes”

“I am thrilled that there is finally a book about the right way to approach PR in today’s world, where hyper-connected conversations trump the old school broadcast mentality. Everyone who wants to build a career in PR or marketing should read this book.” – Tony Hsieh, CEO,

“Putting the Public Back in Public Relations is a passionate and persuasive case for rewriting the rules of public relations. Authors Solis and Breakenridge expertly combine third-party perspective with case studies and examples to paint a picture of a profession on the brink of reinvention.” – Paul Gillin, Author, “The New Influencers” and “Secrets of Social Media Marketing”

About the Author

Brian Solis is globally recognized as one of the most prominent thought leaders in business innovation. As a digital analyst, anthropologist, and futurist, he studies disruptive technology and its impact on business and society. More so, through his research reports, articles and books, he humanizes technology’s causal effect to help people see people differently and understand what to do about it.


Explore how Brian Solis and Altimeter can help your business use social media to reinvent PR.


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