The document discusses the rise of PR 2.0 and how it has changed public relations. PR 2.0 refers to using social media and digital tools to facilitate direct two-way communication between organizations and consumers. This represents a shift from traditional one-way communication through mass media toward more individualized dialogue and conversation through social platforms. While opportunities exist to widely spread messages and build relationships through engagement, PR professionals must also be aware of risks like loss of website traffic, damage to reputation from negative user content, and overextending limited resources across numerous social networks. Whether PR 2.0 is about the tools used or a change in mindset is debated, but responsiveness, targeting messages appropriately, and focusing on opinion leaders are important