The document discusses the potential of PR 2.0 to help rebuild credibility for the public relations profession through the use of social media and Web 2.0 platforms. These new technologies allow PR professionals to directly engage with customers through online conversations, blogs, social networking and more. When used effectively, PR 2.0 enables two-way communication between brands and consumers, helping to build trust through direct dialogue and the ability to instantly respond to feedback. The document advocates that PR professionals fully utilize social media and its interactive features to practice a new, reactive form of PR.
5. A new breed of Web savvy PR professionals have been born.
6. With PR 2.0, brands converse directly with their customers in niche Web communities.
7. PR 2.0 puts the “public” back in public relations.
8. Web 2.0 works with PR to create: These tools include: Acollaborative environment Online conversations Easy access to useful information Direct communication RSS Social networking Blogs Podcasting Streaming video