By Jacqueline Wolven, Moxie Works/ Eureka Springs

According to Deidra Breakenridge, author of  “PR 2.0: New Media, New Tools, New Audiences” the new age of Public Relations is a combination of social media tools that are used to reach and better communicate with the public.

Breakenridge has written what has become the PR 2.0 bible and speaks about the need to connect with the public where they are. By using social media you can reach a greater audience than the standard press release currently does.

What does PR 2.0 mean for me?

Most small to midsize businesses don’t have a public relations budget per se, yet experts are saying this is where you need to meet your audience. Wondering how to make it happen? PR 2.0 might be a solution to sharing the gospel of your greatness.

First Step: Delegate or Hire an Advocate

This might be you if you are a one-person business. Assign the job of PR 2.0 to the one who is the most web savvy and articulate. Or hire a freelancer on Guru.com (http://www.Guru.com) or an agency/freelancer in your area. Put that person in charge of creating and monitoring your online image. Be sure to discuss the grounds rules, objectives, strategies and guidelines.

Set a budget and a time commitment for this activity. Be realistic about both. If you don’t want it to be a full time job, portion some of your current marketing budget.  (If you don’t have that stop right here and do that first. Time equals money and you don’t need to waste any of that.)

Second Step: Start a Blog

A blog is a place to publish your press releases, talk about new products, and engage with your customers. You can use a free blogging site like Blogger.com (http://www.blogger.com) or WordPress.com (http://www.wordpress.com) or have your web designer create one for you.

Commit to posting at least once a week. That is 52 posts a year. Granted, the MORE engaged you are the better, but a once a week post is a good and ambitious start. Plan a rough outline of seasonal activities, events and industry news cycles important to you and your customers.

What to blog about? If you don’t know neither do your customers! Write about features and benefits of your products or services, news happening within your region or industry, and highlight your customers or partners doing great work. Google will pick up these blog entries and index them in its top-secret algorithm. The more you write, the more of an expert you will be perceived to be.

Third Step: Join the Tweeple on Twitter

Sending updates in 140 characters or less just got easier with the world of Twitter. And your ability to connect with media, customers, and colleagues has gone along with it. You can now send quick updates about product offers, blog posts, and other relevant news quickly.

A word of caution, don’t spend hours. Engage and get off – you have better things to do then to tell everyone what you are eating for lunch.

The world of PR 2.0 is more than a press release sent to your local paper; it is about engaging directly with your public. Don’t ditch the press release when it is relevant, but try a new way of engagement that fosters open communication and perhaps a deeper commitment of your customers.

Jacqueline Wolven, “The Smartest Girl in the Room,” offers marketing and public relations to passionate small businesses throughout the US and NW Arkansas. Email questions to jacqueline@moxieworks.net