Public relations professionals definitely see the value in new media, but that doesn’t necessarily translate into their own participation. To be respected as an online communicator, one must be online and engage. Proper use of these tools has been defined by the online community. They dictate how one must engage. You can choose to ignore the user established protocols and be ignored, or worse, ridiculed. If you’re a PR professional recommending new media to your clients, then you should be a new media participant yourself. The question is how then should you participate?
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Creative Commons photo attribution to Luc Legay.