Working in the tech world we hear daily about new releases -- software, the Internet and now even the new media are getting patches and upgrades. Someone recently suggested to me that public relations has followed suit. PR 2.0, is the nameplate that has been slapped on this new set of strategies and tactics that target both MSM (mainstream media) and the social media that is on the rise.
I propose that we are now on the third release of Public Relations.
- PR 1.0 was about face to face communication. True relationship building over a three martini lunch.
- PR 2.0 became the norm as competition within the media and subsequently the communications world grew. More players, more angles more specialized information. In search of the competitive edge, we all found technology -- first telephones, direct mail and faxes, followed by email and message boards.
NOW...technology is in the process of transforming the media once more and we, PR pros, are experiencing a metamorphosis also. Most of our colleagues are feeling their way through and making up tactics and strategies as they go along, but I can say one thing for sure, the public relations professionals that can successfully navigate the choppy waters will be poised to lead the PR 3.0 regatta as the tumult and uncertainty of innovation and creativity give way to the calmer seas of business as usual.
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