I have a lot of respect for the practitioners of public relations services. Publicists are responsible for many of the interviews you hear on Mr. Media; they’re either pitching their clients to me or I go to them seeking their clients. And in this show’s third year, I feel like every day I’m either getting schooled in PR 2.0—the web iteration of public relations—or getting spanked by it. So I’m feeding a personal curiosity by inviting today’s guests, and Deirdre Breakenridge. BRIAN SOLIS audio excerpt: "When PR people write press releases today, they're writing it for the CEO and the product team, not the people who need to read it. It's a totally backwards phenomenon." Together, they are the co-authors of a new book, Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. Separately, , a PR and New Media agency in Silicon Valley. And , a New Jersey-based marketing communications agency. Brian Solis • • • • • Deirdre Breakenridge • • • •