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The importance of PR 2.0

Deirdre Breakenridge emphasizes that PR 2.0 places a higher value on the profession by connecting the world through online communities.

The Internet and online communities serve great importance to the PR industry. It outlines the benefits of a connecting a world online, and provdies a realistic point of view of the challenges that PR practitioners will face with this movement. With PR 2.0, it is easy to propose ideas to a large audience. Ideas that receive widespread exposure will succeed. PR 2.0 gives consumers a voice and includes them in decision making processes.

Challenges for PR practitioners

The biggest challenge that face PR practitioners is that information is so readily available that there may not be a need for their services to keep the public informed. With PR 2.0, "PR people have this incredible opportunity to embrace and engage in PR 2.0 communication and allow their brands understand the value and meaningful conversations with customers," Deirdre Breakenridge, author, PR 2.0: A Communicator's Manifesto.

Is this type of connectivity good or bad?

PR 2.0 is beneficial for the world for the following reasons:

1) The PR practitioners who can adapt to new environments and be quick thinkers, especially in times of uncertainty and rapid change will flourish with the help of PR 2.0.

2) PR 2.0 eliminates traditional communication barriers and brings the consumer voice to the companies, as well as the company's voice to the consumer.

3) PR 2.0 helps establish a feeling of trust through an online community where information is free and readily available.

The rise of PR 2.0 ensures that "public relations can now participate in the online discussions that define our markets" (Brian Solis). You can hear Brian Solis' thoughts in an interview giving his perspective on PR 2.0.

Concluding thoughts

Mitch Joel's book Six Pixels of Separation is a play off of the quote "six degrees of separation". This means that with technology dictating change within the PR industry, that people are separated by no more than a click of a computer mouse or "six pixels on a computer screen". PR 2.0 allows for a personable experience without face to face interaction and is a key networking tool to keep this industry alive.

For more information on the buzz about PR 2.0, see an interview conducted by social media manager Robert Sears.

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