The PR industry is in the midst of the most dramatic change it has experienced since Enron and Worldcom. Today, companies are required to be more transparent and engaging than ever before. The ones who are leading the pack have a PR team that knows how to (and how not to) use social media; because you can’t go hunting like you used to. The deer have guns now.

1. PR 2.0: The Deer Have Guns Now PR 2.0:

5. First, be an observer … Monitor what's said about your organization , your leaders , your industry , and your competitors .

6. Choose a tool

7. Identify the talkers

8. What is their motivation?

9. How much influence to they have?

10. Who is in their network?

11. Learn the culture Tone Attitude Speech Likes Dislikes Causes that motivate

12. Second, be a participant … Start commenting on other blogs Join relevant discussion boards Engage in Twitter Watching a cool presentation.

13. Pitch bloggers strategically

14. The P.O.S.T. method P eople O bjective S trategy T echnology

15. Finally, create and enable good content… E ntertain I nspire E ducate I nform O utrage E I E I O

16. Measure your engagement

17. Make it easy for others to create content

19. Still not convinced the deer have guns?

21. “ They wanted people who saw this in the store to be reminded of what they'd seen here and on YouTube, and think it was the same thing.” “ It's totally unfair, and you've got the conception of the idea and its execution completely documented. Not only unfair but ungrateful, you must have bought a zillion post-it pads to carry it out!”

22. PR 2.0: