Social Media

M. Toledano / Public Relations Review 36 (2010) 230237 231
The general meaning emerging from the accumulated publications is that public transaction is in the demonstrate of embracing
the new opportunities. Practitioners seek to participate in the online conversation on behalf of the organizations they
represent, to expand their enamour by using the immense length and speed that well-disposed media can offer, and to reach out
to new stakeholders and influencers, as well, albeit in new ways, as maintaining relationships with existing ones. There is
presently no question about the relevance and benefits of new confabulation technologies to the practice, and no doubt that,
currently, social media offers both a major(ip) challenge, and a major opportunity, for public relations.
In an example that stresses the opportunity, PR 2.0 blogger Brian Solis and industry leader Deirdre Breakenridges (2009)
book, Putting the Public prickle in Public Relations: How Social Media Is Reinventing the Aging chokeup of PR, aims to teach
practitioners to reach a new generation of influencers. On its back coer, Seth Godin puts the challenge succinctly: There
will be ii kinds of PR professionals in the future: those who read this book and contain with the program, and the unemployed.
Your choice.



In the practice, however, key bodies in the industry are already getting ready for the next step: Web 3.0. For
example, the PRSAs journal, The Public Relations Strategist, devoted its Spring 2009 issue to social media with the title: You
are now entering Web 3.0 and give tongue to that Web 3.0 is likely to have a great influence on PR practice through a concept
cognise as the Semantic Web (Barrett, 2009, p. 14).
To date, the most consistent, and comprehensive, research on the impact of Web 2.0 social media on public relations has
been conducted annually by Wright and Hinson. In a 3-year-long survey of over 300 public relations practitioners around
the world, starting 2006, they found that
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