PR 2.0

In the Web 2.0 world, brands are more embraceable, shapeable, and approachable than ever before. People are actively participating in the social Web - sharing, finding and writing about the things that are important to them. Brands are frequently the focus of conversations. The interactiviy of the new Web makes brands personal and portable, making their reach fairly unlimited and requiring participation from brand representatives to help shape and steer them through discussions. With the openness and collaboration of social media, successful brands need to establish trust and build relationships with stakeholders. People do business with people they respect. Brands today must show their human side by participating directly with the people they want to reach in the networks they're active.

Traditional and new influencers are looking for meaningful information delivered in their preferred approach, and PR 2.0 is the platform that will finally be the catalyst for change. It took Social Media and the Web 2.0's migration into the mainstream to finally accentuate the need to improve PR's foundation and also nurture the community needed to help PR professionals learn how.

Putting The Public Back In Public Relations. How Social Media is reinventing the aging business of PR. Brian Solis and Deirdre Breakenridge.