Chapter 6. The Language of New PR

You’ve successfully made it to Part II, and it’s now time to integrate PR 2.0 principles into your workflow. As you move forward, make sure that you have the right mind-set and use the proper terminology. For example, you need to understand pitching to an audience versus participating with the people who matter to your story. Because PR 2.0 transforms pitching into conversations, you want to strike messages, audiences, and users from your PR vocabulary.

The evolution to PR 2.0 requires you to participate at a more informed and human level. You need to see the target markets as the very people whom you want to engage, which requires peeling back the layer known as the “faceless audience” to reveal ...

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