Uncategorized Melvin Yuan on 22 Mar 2007 01:43 am
The PR 2.0 University
A PR 2.0 Essential Readings List
Recommended for PR professionals who want to learn about the Social Web and how it has changed PR forever.
Introduction
I’m often asked by many PR pros who want to get up to speed on new ‘2.0’ communications strategies: “How do I start? Where do I find the best sources of information?”
The problem with getting started is not the lack, but the overwhelming volume of information and expert opinion available.
So, to help you narrow down your search and get started quickly, I’ve put together an “Essential Readings List”.
This is a list of readings that I’ve personally found incredibly helpful. In understanding the changing dynamics of PR today, it’s important to look deeper than mere communications strategies and tactics. We need to understand the social, economic and cultural principles that form the bedrock of this change.
I’ve listed the readings in what I hope to be an intuitive progression; and I recommend studying them in the given order. But you don’t necessarily have to go in that order of course. (I didn’t.)
To make it easy for you to get started, each one is just a click away from a download or an Amazon purchase.
And finally, because there are dangerous traces of geeky academia left in me, I’ve decided to name this list, “The PR 2.0 University”.
I hope you find this helpful; and I welcome suggestions to improve the list.
Enjoy the journey!
The PR 2.0 University – Readings List
The Cluetrain Manifesto [Download PDF] [Read It Online] [Buy]
by Rick Levine, Christopher Locke, Doc Searls & David Weinberger, 1999
[Blog] [Wikipedia]
What Is Web 2.0 [Read It Online]
Design Patterns and Business Models for the Next Generation of Software
by Tim O’Reilly, August 2005
PR 2.0: A Primer [Download PDF]
by Melvin Yuan, 2006
PR 2.0 Essentials [Download PDF]
by Shift Communications, 2006
[About]
A Manifesto for the 21st Century Public Relations Firm [Read It Online]
by Paul Holmes, April 2007
Influence 2.0 [Download PDF]
An eBook on the implications of Web 2.0 for business professionals in market-facing functions
by Jim Nail, June 2006
[About] [Wiki]
Social Media [Download PDF]
An introduction to the power of “Web2.0”
by Trevor Cook & Lee Hopkins, October 2006
[Blog]
The Social Customer Manifesto [Download PDF]
Prerequisites For Setting Up A Business-Driven Web 2.0 Effort
by Christopher Carfi
[Blog]
The Many Forms of Web Marketing for the 2007 Web Strategist [Read It Online]
by Jeremiah Owyang, 5 February 2007
The Impacts of Social Media on Corporate Customer Reference Programs [Read It Online]
by Jeremiah Owyang, 29 January 2007
Naked Conversations [Buy]
How Blogs are Changing the Way Businesses Talk with Customers
by Robert Scoble & Shel Israel, 2006
The Corporate Blogging Book [Download PDF] [Buy]
by Debbie Weil, August 2006
[Blog]
The Long Tail [Buy]
Why the Future of Business is Selling Less of More
by Chris Anderson, 2006
[Blog] [Wikipedia]
The Search [Buy]
How Google and Its Rivals Rewrote the Rules of Business and Transformed Our Culture
by John Battelle, 2005
The Wisdom of Crowds [Buy]
Why the Many Are Smarter Than the Few and How Collective Wisdom Shapes Business, Economies, Societies and Nations
by James Surowiecki, 2004
[Wikipedia] [About]
Wikinomics [Buy] [Download PDF - Chapter One]
How Mass Collaboration Changes Everything
by Don Tapscott & Anthony D. Williams, 2006
[Blog]
Crowdsourcing [Read It Online]
by Jennifer Alsever, 2007
The Rise of Crowdsourcing [Read It Online]
by Jeff Howe, 2006
[Wikipedia]
Power at last [Read It Online. Subscription Required]
How the internet means the consumer really is king (and queen)
The Economist, 31 March 2005
Blogs Will Change Your Business [Read It Online]
BusinessWeek, 2 May 2005
Time’s Person of the Year: You [Read It Online]
Time, 25 December 2006
on 02 Apr 2007 at 8:21 am 1.Corporate Engagement said …
A PR 2.0 Essential Readings List…
The PR 2.0 University. I’m often asked by many PR pros who want to get up to speed on new ‘2.0’ communications strategies: “How do I start? Where do I find the best sources of information?†The problem with getting started is not the lack, bu…
on 05 Jun 2007 at 8:26 am 2.Public Service Announcement for Panicked PR Pros - 10,000 Marshmallows - Marketing Accountability: How to eat 10,000 Marshmallows said …
[…] When your CEO calls you into his office and asks you to help move the company in a Web 2.0 direction, don’t panic. Melvin Yuan has put together a PR 2.0 University with a great list of required reading. He’s included all the classics like The Cluetrain Manifesto, Naked Conversations, The Long Tail, The Wisdom of Crowds, Wikinomics, plus various articles, ebooks and PDFs. To his list, I’d also recommend The New Influencers: The Marketers Guide to the New Social Media by Paul Gillan. (Full disclosure: Julie Garcia of Austin Women in Communications is making me read this book for her President’s Book Club discussion tomorrow night.) […]
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[…] To help me do that, I have to go through this list of PR 2.0 readings one by one and apply them to our projects. […]
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on 11 Jan 2008 at 12:57 am 5.Monnie White » Blog Archive » Fools Rush in to Social Media Campaigns said …
[…] you to help move the company in a Web 2.0 direction, don?t panic. Melvin Yuan has put together a PR 2.0 University with a great list of required reading. He?s included all the classics like The Cluetrain Manifesto, […]