In this FIR Interview, Shel Holtz and Neville Hobson talk with Brian Solis and Deirdre Breakenridge, co-authors of Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR, now in its second printing.

The book is endorsed by many influential business people including best-selling author and marketing expert Seth Godin, who proclaimed, "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."

The wide-ranging conversation included discussion about the book and specific content elements, how the book can help PR practitioners and others understand the evolving role of public relations, what social media can help communicators and businesses achieve, who should read this book, and more.

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About our Conversation Partners

Brian Solis is Principal of FutureWorks, an award-winning PR and New Media agency in Silicon Valley. Solis blogs at PR2.0, bub.blicio.us, and regularly contributes marketing and tech insight to industry publications.

He’s a published author and an avid speaker on the topic of new marketing and engagement. Solis is among the original thought leaders who paved the way for Social Media. He’s a co-founder of the Social Media Club and a founding member of the Media 2.0 Workgroup.

Deirdre Breakenridge is an author, entrepreneur and President/Owner of PFS Marketwyse. A 20 + year veteran in the PR industry, she is the author of four Pearson Education/Financial Times Press business books, "Putting the Public Back in Public Relations," co-authored by Brian Solis, "PR 2.0, New Media, New Tools, New Audiences," "The New PR Toolkit" and "Cyberbranding." Deirdre is an adjunct professor at Fairleigh Dickinson University in Madison, New Jersey, where she teaches courses on Public Relations and Interactive Marketing.

Deirdre speaks nationally on the topics of PR, social media communications and brand building.  In June, Deirdre was featured as a keynote speaker for the Vocus 2009 Users Conference.  Previously, she has spoken for the Public Relations Society of America (PRSA), Florida Public Relations Association (FPRA) The National Association of Broadcasters (NAB), Strategic Research Institute (SRI), Women’s Presidents Organization (WPO), and at a number of colleges and universities.  Deirdre is a member of the PRSA and has served on the Board of NJ/PRSA and the New Jersey Advertising Club. She was named Woman of the Year in 2009 by the National Association of Professional Executive Women (NAPEW).

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This FIR Interview is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Podsafe music – On A Podcast Instrumental Mix (MP3, 5Mb) by Cruisebox.

(Cross-posted from For Immediate Release, Shel’s and my podcast blog.)