PR 2.0: new media, new tools, new audiences

PR 2.0 is the convergence of Public Relations and the Internet with potential to change how communications professionals reach customers and online communities with social media strategies. This is a tentative time for communication professionals as they face a rapidly changing environment for their brands. Although traditional channels and methods are still present, audience behavior and interaction online necessitates a new way for brands (both B2B and B2C) to communicate.Traditionally, PR pros communicate through the Influencers who provide those valuable third party endorsements. Communication has always been closely controlled and monitored. The nature of the game has changed whether communications professionals like it or not. No longer will the PR professional have to speak through an influencer (i.e., the media). Although we still rely on our influencers, now we can also move forward with a direct to consumer approach through social media tools.PR 2.0 breaks the traditional mold and allows communications professionals to think, react and promote in a whole new way. Todayzs audiences are citizen journalists in social communities that are connected across the Internet. PR professionals through PR 2.0 will learn how to use the power of technology, the increased bandwidth and a whole new array of social media resources to join in the marketing conservations that span the Web.