I’ve just seen a deck of slides that represents Web 1.0 as companies controlling the message to the community and Web 2.0 is all about the community controlling the message.
So here’s my question: can PR and Web 2.0 co-exist?
My belief is that PR is all about helping companies control their message, the better to protect their reputation.
Journalists are pretty good at picking up when that message is BS and saying so. (Most of the time, anyway. There are distressingly high volumes of crap journalism that swallows and regurgitates corporate crap)
I wonder if communities won’t be even more hostile at attempts to have their collective outputs shaped.
In fact, I can imagine that some PR people could even prefer current media structures, because they offer easier, more-defined groups of influencers to target.
Either way, getting to a 2.0 state could be hard. Either communities get “infiltrated” by corporate messaging (which means the community message is contaminated and compromised) or PRs try to retard 2.0-style openness for their own protection.
This is very off the top of the head stuff here, obviously. But at this stage it is making scary sense to me!