"The pervasive use of the Internet, combined with innovative online tools and a wealth of user-generated content, provides for a range of new and effective ways for PR professionals to communicate – whether in-house or within an Agency environment."
"Traditional PR still has a role, but increasingly we’re seeing the advent of a new generation of online communications approaches. We can either close our eyes and hope they disappear, or embrace the myriad advantages for the sake of our companies and clients."
"SHIFT created the PR 2.0 guide to demystify some of the ‘newfangled’ social media terminology that many people find intimidating. Like anything else, getting comfortable with new subject matter is the first step toward incorporating what you’ve learned into your daily life."
