I was invited to moderate a panel at the Web 2.0 Expo entitled, "PR 2.0: Dead as a Doornail, or Still Alive?
While the session was well attended, I honestly believe that this theme, and the title, was a bit premature and misleading. However, the session description was a bit more on target:
My take: With Web 2.0 starting to attract mainstream attention, Suddenly every agency and corporate marketing department is seeking social media strategists and experts in the "new" world of PR two dot oh.
Web 2.0What if PR actually used and believed in the products or services they represented?
What if PR understood the dynamics and interworkings of the Web?
This is the premise of the PR 2.0 philosophy I’ve been talking about since the first boom. PR 2.0 is not formed or fed by Web 2.0 - although now anything 2.0 is in the spotlight. It was, and still is a manifesto for improving our profession in a new age of communications. It is PR Redux, a milestone that documents how PR has evolved more in the last 10 years, than in the last 100. It was no longer just about audiences. It was now about people. PR 2.0, therefore, is significant and it is worthy of discussion, rather than ridicule. And let me point out, that there will not be a 3.0 or any other rev numbers, unless there is another tremendous evolution, fusion, or breakthrough in the practice, science, and art of communications.
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