A new buzz is making its way through the keywords loaded web-sphere, challenging the not so technology-versatile human beings to expand their vocabulary again - and not only the vocabulary. PR 2.0 is the new kid on the blog and it will daunt on those who just got used to Web 2.0 (or not), that latest trends will not spare Public Relations. Since the first press release which was published on 30 October 1906, some key elements of public relations were always defined by networking and relationship building - and this will not change. What will change, is the kind of channels through which the news will be spread. Today print media has to make an immense effort to keep its readership and make them buy their publications if the reader can have that information quick and easy online. The opportunities for hotels to expose their brand, generate sales and boost credibility using online platforms are vast and steadily growing. Some of the most innovative and effective ways to reach your target market online include PR 2.0 and optimized press releases. What is PR 2.0? Basically, it is a social media press release. More and more people use Facebook, Twitter, del.icio.us, YouTube etc. to get information faster and more specific as supposed to traditional media outlets. This significant shift is the reason why modern media forms are the most effective way to publish latest news, which was proven quite recently and in one of our previous articles we called it "The Michael Jackson Effect on the Internet".

PR 2.0 incorporates a variety of interactive social media elements including video, Twitter pitches, share options, bookmarking capabilities, photos, slideshows, bulleted information, links to your website, blog, and social media sites, and contact options. Because PR 2.0 is viral, the audience base you can reach with it is infinite.

In the same breath we shall mention SEO PR which is simply an online press release which is optimized in order to be found by search engines - and the qualified customer. Where to start from here? For those who are looking for an easy and free way to implement this new trend, we suggest using the blog on your website. We call it "PR 2.0 for beginners" which simply entails posting newsworthy information on your blog, making sure that you add tags (keywords relevant to your article) to be found by search engines. PR 2.0, social media, the next generation of PR—whatever you want to call it, taking advantage of the new technology tools available to your business is a cost-effective way to expand your outreach. It is a new way to think, but once you get used to using these social media tools, your public relations program will become easier and reach farther. Bottom line: With PR 2.0 you are limited only by your creativity and your imagination. By Melanie Floor