PR 2.0: New Media, New Tools, New Audiences

Chapter 13. The Mindset of the PR 2.0 Journalist

What do you need to keep in mind in your PR 2.0 interactions with journalists? First and foremost, even if your journalists are engaged in 2.0 and social media (personally or professionally), that doesn’t necessarily mean 2.0 takes precedence over all the tried and true PR rules of communication. Why? Because journalists, regardless of a level of technological acceptance or a desire to engage in social media, still expect and require a few very important characteristics from their trusted PR sources. Exhibiting the desired characteristics, on a regular basis, is the difference between the average to good PR resource and the great PR source. Social media applications (wikis, blogging, social networking, ...