With the introduction of Web 2.0 and the growing rate of social media applications we are now connected more than ever. Web 2.0 complements PR by nurturing a collaborative environment that supports open conversation and information exchange. PR 2.0 allows PR professionals to have access to more people, more frequently than ever before.
PR person's must immerse themselves in online communities, and continuously engage consumers and monitor conversations. The key is to listen, analyze and interpret consumer feedback, and forward key messages to brand decision makers. The largest challenge for PR professionals is to generate change. If change is achieved, customer satisfaction will increase and brand loyalty will grow exponentially.