PR 1.0 (traditional) vs. PR2.0 (modern)
I think,in traditional times media relations was considered as the main task of a PR practitioner. His/ her job was to enhance press coverage and create awareness. The perpetual thought enveloping our minds was tomorrow’s headlines. Will we make it or not? May be our task veered towards product promotion and mass targeting ( both debatable) using persuasion as a tool. And how many nights and days were (and still are) spent on press clipping analysis?
In PR 2.0 times the role has slightly shifted. We now have stakeholder communities that need to be constantly monitored. We have to worry about Google search ranking. Awareness has given way to acceptance in order to move towards sustainable success. We now are moving in the era of discussing issues rather than mere product promotion. Micro targeting is the buzz word and along with the press analysis we are doing attitudinal research. Persuasion is gradually changing to conversation.
Book ref. PR 2.0 by Deirdre Breakenridge
I came across this You tube interview with Michael G. Cherenson, Executive VP Success Communications, who talks about the importance of new media for a PR practitioner.
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