PR 2.0: New Media, New Tools, New Audiences

Chapter 12. The Pro’s Use of PR 2.0

When it comes to PR 2.0, levels of acceptance and adoption vary between you and your professional peers. One of the best ways to gauge where you fall on the PR 2.0 spectrum (from the Innovator and Early Adopter to the Late Majority and the Laggard) is to talk to as many professionals as you can and to be socially involved in online communities. You need to hear how your fellow professionals are involved with Web 2.0 resources and PR 2.0 strategies, how they are moving forward using consumer driven new media tools (either strategies for their brands or how they personally are involved in 2.0), and their overall challenges and successes. Everyone has a story to tell, whether it’s an experience with blogging, social ...