The Future of PR

Web 1.0 + Web 2.0 = New PR. What started with the introduction and proliferation of the Internet in the 1990s continues today with the interactive dynamics powering the latest incarnation of the Web. We’re merely witnessing the beginning of something that will have a much greater impact and continue to transform the very fabric of how we communicate with each other. And in the process, the media industry, marketing communications, and new influencers will find more in common than those groups have found individually during the past decades. Each will now orbit around an axis defined as “we, the people.” The balance of authority and power is migrating back to the center, and we have to earn the attention of customers and their loyalty by integrating into our own practices the languages, cultures, and tools they use to communicate and share with each other.