Many PR professionals may still be learning about Web 2.0 and trying to adjust their PR practices accordingly. And that is really good, by taking the effort to embrace the opportunities for online PR you are actually one step ahead of the many that are resisting the shift to internet marketing and social media. Unfortunately, Web 2.0 is on the verge of being a thing of the past as we make way for Web 3.0, but the good news is that Web 3.0 is expected to make our jobs in PR easier. Ideally the transition to Web 3.0 is going to make the Internet more effective for us to use because it will replace human editors with digital ones. Also being referred to as the semantic web, Web 3.0 is going to make targeting specific audiences easier. If Web 3.0 can actually deliver what everyone is anticipating it to, PR practitioners will be able to create intimate, one-to-one relationship through the Internet, eliminating the current common approach of one-to-many through traditional media. According to an article recently published by BurrellesLuce, Web 3.0 could improve the lives of PR professionals three ways:
- Less time will be wasted by searching for relevant information
- You will be able to better target a specific audience to get a more focused message to the right people
- By reaching these appropriate audiences, you will be better able to develop deeper relationships
