Skip to content


  1. lovny
    February 2, 2009 @ 4:02 pm

    A lot of PR people don’t even know that PR has evolve…or they don’t want that !

  2. Amber Naslund
    February 2, 2009 @ 6:04 pm

    Hi Deirdre,

    It’s amazing to me how much the entire communications landscape has evolved; PR is probably seeing some of the most dramatic changes right now, but there’s no doubt that the new media are changing everything from advertising to traditional marketing to even customer service and R&D. The immediacy of information is requiring that business as a whole evolve, or risk being left behind.

    Great post, and thanks for the Radian6 mention, too.

    Amber Naslund
    Director of Community | Radian6

  3. Martin Edic (Techrigy)
    February 2, 2009 @ 6:07 pm

    I think the change is enormous in just the past 2 years or so. Our whole business model (social media monitoring) barely existed and now we’re tracking billions of conversations about brands and reputations- conversations that did not exist a few years ago. You can achieve remarkable things, communications-wise, with this access and the analytics that come with it.

  4. Deirdre
    February 2, 2009 @ 6:48 pm

    Yes, you make a good point. I see a lot of this reluctancy to evolve every day. However, by not shifting with the technology and the social media tools, PR professionals risk being left behind. It’s very important for PR people to learn when to use a traditional approach based on their customers’ needs and when to reach out via social media to engage in direct communication.

  5. DBreakenridge
    February 2, 2009 @ 6:57 pm

    Thanks, Amber! I think the PR profession is undergoing a tremendous change and we need to help our brands to understand how to navigate the social media landscape and engage directly with customers and new influencers. It’s exciting, yet at the same time very intimidating to some professionals who are reluctant to shipt their approach. They, along with their companies, risk falling behind.

  6. DBreakenridge
    February 2, 2009 @ 7:02 pm

    Hi Martin, thanks for commenting. I agree! The technology is amazing. It can make brands smarter and more connected to customers through really good monitoring of the blogosphere. When I wrote the post, it amazed me just how different PR is today compared to the PR of the past. PR 2.0 and social media communication can only lead to more meaningful conversations and better relationships for our brands. I think the best is yet to come!

  7. Adam Gainer
    February 3, 2009 @ 4:30 am

    Hi Deirdre,

    First and foremost I want to say, I love your book. I have my copy sitting right next to me. I’m a PR student and have been working at several different groups. My success has come because of your book. It’s amazing how fast technology proliferates and our professions become updated.

    There are too many professionals already lagging behind the curve. their either too busy to get their PR updated to 2.0 or don’t really understand the nature of 2.0. Your list of then and now is fascinating ( and a little comical). I really enjoy engaging in Pr 2.0 and look forward to where this taking all of us.

  8. DBreakenridge
    February 3, 2009 @ 2:45 pm

    Hi Adam, thank you so much for the positive feedback on my book, PR 2.0. I’m so happy that you liked it! It’s great to know that students are embracing PR 2.0 and new social media communications tools. You and your peers are our future and you will help to shape and lead the PR industry : ) I think it’s tough for some professionals to change their approach after years of practicing PR a certain way. I was happy to change my approach (as you can see by my list of past vs. present). The change is both important to the growth of our careers and our industry. Thanks for commenting!

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

%d bloggers like this: