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Issue 46 - 03 | PR 2.0: A Communicator’s Manifesto
By Deirdre Breakenridge Published May 7, 2008 9:23 p.m.

Today, an immense change is happening to PR and it will affect communications professionals around the world from this point forward. The concept of PR 2.0 was born about 10 years ago (although not many people know this). PR 2.0 places a whole new meaning and value on PR and marks the true convergence of PR and the Internet. I believe that with PR 2.0, a new breed of Web savvy PR/marketing professionals has been born. As a result of PR 2.0, brands are able to have conversations directly with their customers in niche Web communities. They are invited to participate in dialogue, in places where they have never been invited to participate before. PR 2.0 puts the “public” back in public relations with the ability to speak to more people. The concept is driven by technology (the Web 2.0 platform and social media applications) and 21st century consumer behavior.

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About Deirdre Breakenridge | Deirdre K. Breakenridge is President and Director of Communications at PFS Marketwyse, a marketing communications agency in New Jersey. A veteran in the PR industry, Deirdre leads a creative team of PR and marketing executives strategizing to gain brand awareness for their clients through creative and strategic PR campaigns. She is the author of PR 2.0: New Media, New Tools, New Audiences, Cyberbranding: Brand Building in the Digital Economy and The New PR Toolkit: Strategies for Successful Media Relations. Keep up with her online at deirdrebreakenridge.com.



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