Web 2.0 has changed the rules. The traditional engagement with the PR agency – formal and slow – does not work in an environment where the corporate and and the customer may already be interacting via blogs, bebo, facebook, whatever. And if the corporate is not part of this well perhaps the consumers are dialoging about the corporate using Twitter.
Yet getting th PR right is no less important. But the process needs to be facilitated and managed in a different way.
Neil O'Gorman's piece in the Sunday Business Post today addresses the issue.