There's no question that the Internet has changed PR immeasurably, and the challenge is to keep up with the changes. Ashley Wirthlin of Public Relations Blogger makes a major contribution to that cause with her post on "The Changing World (& Responsibilities) of PR."
"While it is easier to release information, get in touch with the public, and address crises," she writes, "there is an increased responsibility because the public knows how easy it is; with that ease comes a sort of expected response. If a crisis is underway, I expect a company to be responsive, available, and accountable because it is so easy to be these things online."
Wirthlin lists some ways to be more responsive:
- Monitor the Web with free tools like Google analytics, Alerts, and keyword searches.
- Get involved in places like Twitter, Facebook, and blogs.
- Keep up-to-date with changes like Foursquare and other new arrivals on the Web.
- Use as many Web tools as you're able.
- Devote time and resources to social media.
Yes, Web 2.0 calls for a major refocusing of PR efforts. But there really isn't an alternative if a company wants to keep ahead of its publics' savvy about this fast-changing world.