Public Relations 2.0 allows companies to reach buyers directly online by publishing content on the web without journalists as middlemen. To be successful, companies must understand their target audience by asking who they are, where they can be reached, and why they would listen. They should then create great, authentic content around a story using personas and feedback to engage the audience in an ongoing conversation and turn them into buyers.

1. Public Relations 2.0 Reaching Your Buyers Directly

2. Public Relations 1.0 `

3. Journalists

4. are the middleman

5. PR 2.0

6. eliminates the middleman

7. Publishing on the web is easy

8. Getting traffic is even more easy

9. but Traffic != Buyers

10. You need great content...

11. to 'feed' your target audience..

12. and turn surfers into buyers.

13. Questions to ask yourself

14. Who are my readers?

15. Where might I reach them?

16. Why would they listen to me?

17. Guidelines

18. Have a story to tell.

19. Make sure it's authentic .

20. Use persona's to improve it.

21. Reach out and tell your story.

22. Then learn from the feedback .

23. Show them you're learning.

24. And join the conversation .