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PR 2.0 = The Evolution of PR, Nothing Less, NothingMore
By Brian Solis, blogger at  PR 2.0  and principal of FutureWorksPR, Co- Author Putting the Public Back in Public Relationsand Now Is Gone
There are many of us running back and forth from the edge to the center who would loveto drop "2.0" from new evolution of PR. Hey, it's even the name of thisblog, and hasbeen for years, but there’s a reason I haven’t changed the name yet.The subject itself is a catalyst for healthy, informative, and motivating conversations.I was reminded of this as good friend KamiHuyse shoutedon Twitter recently, "I hate PR 2.0 I HATE PR 2.0. I can't say it any louder, you get my drift. Come on folks, we aren'tsoftware developers here."The irony is that when I first started using the term in the mid-to-late 90s during the Web1.0 era, it was indeed inspired by software development. To reach a state of “2.0” after releasing the first iteration of software is a momentous step – a proof point that we’re onthe right track, but that by listening to customers and also innovating, you couldconstantly release a better product.And she’s not the only one talking about the so-called PR 2.0 contingent.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
Noted PR fortuneteller, AmandaChapel,capturedit so eloquently, “History won't be kind to PR 2.0, i.e. a moment in time when infatuation with tools replaced understanding of communications.”It’s clear that there are those who want to help and those who want to cash in. I’m in thehelp category; so let’s do something about it.Regardless of terminology let’s just say that there are those who believe…PR 2.0 = Good Public Relations, i.e. effective communications.*Yep, that’s a footnote.*In a perfect world, it is what PR should be and should’ve been all along, but it isn’t.Somewhere along the way, PR lost it’s way and created a new “sub” standard for whatshould have been one of the most respected positions within business marketing. Wordssuch as shill, spin, sales, BS, bluff, exaggeration, arrogant, sensationalist, and oblivious,have become synonymous with this once golden profession. While the majority of thePR industry truly believed they were doing the right thing, the truth is that it took theInternet to expose our weaknesses and most importantly, it provided the infrastructurefor us to learn from our mistakes publicly.The reinvention of public relations was sparked ten years ago and its just now gainingmomentum.1) PR as an industry is in dire need of evolution in order to not only stay relevant, butalso prove that in the social economy, it can be one of the most effective forms of marketing that cultivates customers, ambassadors, and enthusiasts.2) Social Media is not New PR. It is a classification of “socialized” media and it isinspiring new PR, but they are not one in the same.3) Darwinism will weed out those who don’t get it as well as those who pretend to get it
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
 
(even if they don’t realize they don’t get it).There’s a tremendous amount of confusion within the globally distributed halls of PR,and instead of debating and focusing our energies on 1.0 vs. 2.0, we should be workingtogether to help people make the migration to new methodologies, strategies, andshowcase the tools to participate.The divide between those who do get it and the people that don’t is oceanic. Equally,there are veterans and opportunistic marketers who “believe” they get it, but actuallydon’t and are actively pushing this substandard, naïve, or manipulative form of person-to-person marketing…and they too must also learn.Narrowing that chasm is a personal objective for me.Here’s how I defined it years ago:
PR 2.0 was born through the analysis of how the Web and multimedia were redefining PR and marketing communications, while also creating a new toolkit to reinvent how companies communicate with influencers and directly with people.It is a chance to not only work with traditional journalists and analysts, but also reach out to a new set of influencers, customers and peers.
(cc) Brian Solis,www.briansolis.com- Twitter, @briansolis
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reply03 / 22 / 2009
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