PR 2.0 is the new wave of public relations that uses social media elements such as blogging, viral marketing, social networking, and search engine optimization to get your word out in meaningful ways all the way to consumers. As exciting as it appears, it is also creating controversy over the new ways a brand needs to communicate. Frankly, it makes brand executives and their communications professionals nervous. Does communicating direct to the consumer and not following the general rule of the credible third-party endorsement through an influencer lead to loss of control of communication? Face it—communicating direct to consumers on the Web might not always lead to a “credible” third-party endorsement (especially when a greater number of citizen ...
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