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PR 2.0
 A Communicator’sManiesto
By Deirdre Breakenridge
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I’ve
always been an advocate o the PR proession and or years I’ve worked very hardalong with my peers to educate and communicate to others that PR is one o the greatest means to build relationships and trust with the public when practicedproperly. My hope, someday, is to have my proession recognized as a critical marketing unctionin which everyone rom executives and the members o their organizations to the stakeholdersin the market acknowledge the true value o PR. It would be an incredibly good eeling to say,“Finally, I think everyone appreciates and understands the meaning and importance o PR.”But, somehow, an industry that has the potential to soar to great heights, and the PR proessionalswho serve a critical unction, have to ght very hard to remove an ongoing stigma—that o beingviewed as nothing more than spin doctors, facks and mere paper pushers. There have been times,I can admit, that I’ve elt the need to deend the PR industry and its damaged reputation. It tooka lot o hard work to get where we are, and we can’t stop now. A new change is upon us and withthis change comes the opportunity to take back our industry’s credibility and create the reputationthat it deserves.There’s so much more work to be done in this proession that has the potential to use today’sweb technology and 2.0 platorms to oster the greatest communication o all time—and or all typeso organizations and the markets they reach. So, just when we all thought that people werebeginning to understand the importance o PR, the use and value o the credible third party endorse-ment, and the eort it takes to build a relationship, it’s time or our industry to evolve again. For me,when I look at my lie, my business, and o course my proession, I refect that change is the con-stant and stability is only a variable.
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Today, an immense change is happening to PR and it will aect communications proessionalsaround the world rom this point orward. The concept o PR 2.0 was born about 10 years ago(although not many people know this).
PR 2.0 pla a wl w maig a val  PRa mar  r vrg  PR a  Ir.
I believe that with PR 2.0, a newbreed o Web savvy PR/marketing proessionals has been born. As a result o PR 2.0, brands areable to have conversations directly with their customers in niche Web communities. They areinvited to participate in dialogue in places where they have never been invited to participate beore.PR 2.0 puts the “public” back in public relations with the ability to speak to more people. The con-cept is driven by technology (the Web 2.0 platorm and social media applications) and 21st centuryconsumer behavior.Technology is leading this new PR movement. Today, with increased bandwidth and innovative Web2.0 applications, users are able to congregate, collaborate and share an unbelievable amount o content. Web 2.0 complements PR with a collaborative environment that supports strong conversa-tions and enables people to nd and enjoy useul inormation through social media tools. Thesetools include RSS, social networking, blogs, podcasting, and streaming video, just to name a ew.Consumer behavior is also a key consideration in this change. Consumers preer to drive theirown communication. They also want to gather, organize and share inormation to make inormeddecisions. As consumers learn that the Internet allows them to have meaningul conversations
 A new change is upon us and with this change comesthe opportunity to take back our industry’s credibilityand create the reputation that it deserves.
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