In 2007 a definition of PR 2.0 was shared publicly. The definition focused on social media’s media role in PR 2.0, which was used to reach, collaborate and better communicate with bloggers / new influencers, media and consumer audiences directly. Social media is a peer-to-peer approach that allows the public to drive their communications in their desired web communities. When originally defined, PR 2.0 highlighted how PR professionals were beginning to incorporate PR 2.0 into their strategy and planning as an effective way to communicate directly. PR 2.0 became a part of our PR practices to raise awareness, build relationships, create and maintain a positive image, and increase overall brand exposure. Today, whether it’s PR 1.0, 2.0 or even those who discuss 3.0, it will always be PR. We are experiencing new opportunities as social technology has uncovered expanded roles and responsibilities for professionals. Working in the field of PR today allows you to take a new approach to communications from the inside out. Social media changes the way we plan, work and develop communication, with a different mix of media, and ultimately how we deliver meaningful content and engage with the public to drive valuable outcomes for a business. The dissemination of information is two-way, transparent and collaborative where brands, by listening and being active in the conversations, can deliver more relevant information and be valuable resources. In PR, we’re focused on customized and more targeted communication to build stronger mutually beneficial relationships that lead to deeper engagement, resulting in loyalty and advocacy.