"As the consumer-generated media wave continues to crest, it will be incumbent
on the PR industry to stay current, in order to remain a relevant source of
story ideas for the media."
This guidebook was created for the employees at SHIFT Communications. It has all the basics about social media tools, such as podcasts, wikis, blogs, and many more interesting tools. Although SHIFT Communications has geared this guidebook towards the business aspects of these media tools, I related to them for use in personal, everyday blogging. The section on blog commenting can really be used in all aspects of blogging. We all want to have the same blogging etiquette whether we are blogging professionally or personally.
These essential tools for PR 2.0 can be mistaken for the definition or interpretation of PR 2.0 itself. PR 2.0 is not the tools being discussed in the guidebook, its an event or an entire overlooking theme in today's public relations field . Brian Solis of the PR 2.0 blog posted:
The concept of PR 2.0 as I defined it, is the evolution of industry practicesWith these two points of view, I was able to see that the guidebook was the perfect explanation for the tools of PR 2.0 and not a guidebook for PR 2.0 itself. Now I feel much better about using the tools of PR 2.0. I also have a better understanding of the difference between the tools and the actual concept of PR 2.0.
forced by the shift, and the process, of influence in a social economy that has
created a new layer of influencers. I'm not a proponent of labels, but for the
time being, it is different and requires explanation.