Chapter 1. PR 2.0 Is Here

Public relations is an evolving profession. As a communications professional, you work very hard every day to build relationships, maintain existing ones, craft targeted messages, and deliver news that’s timely on behalf of your brand. Prior to the advancement of technology, increased bandwidth, and a Web 2.0 platform, PR pros relied heavily on third-party influencers, such as the media, to endorse their brands. The power of the pen and editorial coverage goes a long way in terms of credibility. That’s the nature of PR—to build solid relationships and have someone else talk about the benefits of your brand, rather than your brand talking about itself through advertising or other marketing strategies.

If you’ve practiced ...

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