I know, I know: the whole "2.0" thing is so frothy and silly. Listen to folks like Jeremy Pepper, Stuart Bruce, and Susan Getgood (which you should — they’re brilliant), among others, and you’ll soon find yourself nodding in agreement that the so-called "new PR" is mostly about adapting new tools to rejuvenate our tactical approaches to the "old PR."
From Jeremy Pepper’s Blog Run:
It’s always embarassing when PR people fall for the hype machine. We aren’t in PR 1.0 anymore, it’s PR 2.0. Um, rubbish as they would say over the pond. PR is PR, and it’s just the adjusting to new media. You do outreach to blogs the same way you would do outreach to media — if you did outreach the right way…
From Stuart Bruce:
This whole PR 2.0 or ‘New PR’ is such a pile of garbage. What I’m doing is simply an evolution of what I’ve always done.
(PR 2.0) equates PR with the technology. This is, in my opinion, incorrect. This isn’t about technology, this is about how people are/will use the technology. It’s about how these technologies change how people communicate. But it is NOT about technology per se.
From Susan Getgood:
The term "PR 2.0" must go… The fundamental practice of PR is still the same as it ever was — it’s all about connections and information and relationships. The tools are just how we accomplish the work. They are NOT the work.
Yes, yes, yes. But I’m still riding this pony. Why?
I truly believe that the PR profession is on the cusp of fundamental change. It took 50+ years for us to reach an inflection point worthy of substantive head-scratching. The 2.0 moniker is merely a "short-hand" way to acknowledge these coming changes. The 2.0 device will go away, when, to paraphrase Dan Greenfield, "PR 2.0 becomes PR 1.0;" i.e., when the PR industry has fully embraced and adapted to the Social Media phenomenon.
In scoffing at the 2.0 theme, the critics themselves (whom I deeply admire, most days) use language that begs for new terminology: "Adjusting to new media" … "Adapting new tools" … "These technologies change how people communicate" … etc. If we are adjusting, adapting, and observing changes to core communications approaches — geez, it seems to me an implication that an "upgrade" is a-comin’.
Some people might call that "2.0." (For now.) I will, anyway.
Posted on: June 21, 2006 at 10:16 am By Todd Defren