In their latest collaboration, Brian Solis and Deirdre Breakenridge aim at helping PR practitioners and basically anyone who’s trying to reconcile how traditional PR approaches should interface with the rise of social networking as a force in present-day communication. The authors say, “In addition to a still relevant process of media relations, we now need to expand our scope of participation and outreach by also identifying, understanding, and engaging the everyday people who have plugged-in to a powerful and democratized online platform for creating and distributing information, insight, and opinions – effectively gaining authority in the process.” Calling the PR industry a practice that’s diminishing in impact because of the loss of focus from the people that truly matters – the public – and concentrating its energy on media relations instead. Because of the socialization of communication technologies, ordinary members of the public are rising up as a new generation of influencers and opinion leaders, and this is a movement that communication practitioners must deal with to remain relevant. Brian and Deirdre call for a change of our fundamental attitudes to the way we perceive PR, and to make a move away from communicating ‘at’ our communities, and to actively engage them in dialogue, and to participate in their online conversations so as to ‘cultivate a loyal, vocal, and hyper-connected community of customers and influencers.’
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PR 2.0 is a blog by Brian Solis, a man with an uncommon view of the convergence of new media, marketing, PR and traditional media. Brian is recognized as one of the thought leaders in the area of PR 2.0, and not coincidentally, his blog is among the top 1.5% of blogs tracked by Technorati. You may just find his blog useful in redefining the way you think about the redefinition of PR by the Web and new media. While researching some materials for my public affairs class, I chanced upon this book by Deirdre Breakenridge at the Borders Bookstore about three weeks ago. There isn't that many books out there that amalgamates PR and new media, so my attention was caught. Picking up the book for a casual browse, I became impressed by the immense practicality of the book and its conversational style of discussing many of the new media tools on the Internet today, and how they could be used for PR and communication purposes. I took my chance and bought the book to learn more. |
Daniel SeetDaniel is a student with Emerson College's Communication Management program. He is a recent convert to the world of PR2.0 and hopes to start a dialogue to broaden his, and other's, understanding of this subject. Copyrights: Feel free to reprint these articles in hard copy, or post them on your own websites. I ask only that you keep my website, email contact info intact. ArchivesCategories
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