PR 2.0: where to begin

Building on yesterday's post, the single most important thing to understand is the set of interrogatives:

* Who do I want to reach?
* What do I want to say to them?
* Why do I want to reach them?
* To what outcome?
* With what frequency?
* At what cost?
* When do I want to communicate?
* Through what channels?

The Greeks understood implicitly that these were the building blocks of knowledge. As PR practitioners, we can conflate issues, and view the new media as something revolutionary. In fact, the basis of PR 2.0 is the same as the basis of PR 1.0, and it all begins with the creation of a target universe.

In essence, this starts with the question: "Who do I want to reach?" And this will be the subject of tomorrow's post.