Chapter 15. The Path to Great PR

Does anyone really know the future? I’ve heard some interesting predictions, but like all predications, I take them with a grain of salt. Some communications professionals are forecasting the onset of PR 3.0. How could there be talk of PR 3.0? I don’t remember successfully accomplishing a fraction of what there is to accomplish in PR 2.0. Ask yourself, have you perfected your PR 2.0 strategy for your brands? In this fast-paced Web world, occasionally you need to slow down, take a deep breath, and put everything into perspective. It’s really important to review everything you know about PR 2.0 from the research and monitoring to new social templates and social networking. Then, you’ll be able to figure out the best ...

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