PR 2.0 and Web 2.0: A perfect fit

According to Solis and Breakenridge, online conversations and the discovery, creation and sharing of content is the foundation for Web 2.0, social media and New PR. It isn't about PR people leading a conversation by controlling or directing it, but two-way communication. Chapter 3 really stressed the fact that PR don't personalize messages to fit the individual, but send out mass messages. The book goes on to say "it's all about humanizing not just the process of receiving info, but also the process of sending it." The blog wrote by Chris Anderson entiled "Sorry PR people you're blocked" expressed concern about PR people. Why do we think that someone is going to read a mass news release that isn't probably going to interest them in the first place. Quantity is not important, quality is. We must start actual learning about the people we are writing to and knowing what they want to read, and what would interest there readers. Don't think of the people you're writing to as a thing, think of them as an actual person (because they are) that could potentially be insulted at something you write to them. With PR 2.0 and Web 2.0 collaborating, we really need to be aware of what is going on. The web enables anyone to be a journalist which means you can get the best insight into your product. There are posts and articles going up on the web around the clock and you need to be involved as much as possible.