This Element nis an excerpt from PR 2.0: New Media, New Tools, New Audiences (ISBN: 9780321510075) by Deirdre Breakenridge. Available in print and digital formats.
Use advanced “PR 2.0” social media techniques in ways that build on the “PR 1.0” techniques that still work.
PR 2.0 is the new wave of public relations that uses social media elements such as blogging, viral marketing, social networking, and search engine optimization to get your word out meaningfully, all the way to consumers. To embrace these new approaches, first understand what’s worked in the past so you can incorporate those practices as you propel forward.