Sunday, October 26, 2008

PR Pros Using Web 2.0

PRSA Detroit—I get the sense in West Michigan that many PR pros are reluctant to fully embrace new media, while some others offer stellar examples of real leadership on the topic. One interesting study presented by a fellow PR professor determined that PR practitioners are more likely to accept and use Web 2.0 tools in their work if:
  • They sense increased productivity or compensation;
  • Senior management and peers support it;
  • They see the content and creativity of it, versus code and technical side.
    These factors explain 57% of the variance (reasons why) professionals will start to blog and in turn use other new media as part of their professional work. Other factors include self-efficacy, or the confidence that they can get into PR 2.0.
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