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There are times when I read an article that contains so much technical complexity that I’m afraid to switch on my computer. Such was the case while doing some research on the Conficker worm that’s currently causing all sorts of cyberhell to break loose on Windows-driven computers. The fact that even the experts are somewhat puzzled by the nature of this virus makes me wonder how far this latest threat to online security will reach.
Every new virus that comes down the line seems to increase the chances of a cataclysmic event. This is largely due to the ever-increasing involvement of various aspects of business that previously were not Internet dominated. Take public relations, for example. Brian Solis and Deirdre Breakenridge are looking to help the PR industry vault squarely into the domain of Web 2.0 in their new release Putting the Public Back in Public Relations. Solis, principal of the FutureWorks PR agency, and Breakenridge, president of New Jersey-based marketing firm PFS Marketwyse, produced a book that should provide positive help to PR managers struggling with technology.
Everyone hears talk of Twitter, Facebook and other new media tools. In fact, in the publishing world, we’re rapidly approaching the point where people are fatigued with hearing about Web 2.0. What makes Putting the Public Back in Public Relations a treat to read is that the authors give a worthwhile crash-course specifically applied to their chosen area of expertise: public relations. For those in PR, it’s an effective, fast-track way to stay on the leading edge of the current curve. A definite must-read if you’re main method of getting in touch with your audience is via e-mail (or, dare I suggest, printed press releases). The world of PR is being reshaped and Web 2.0 is the road to success.
Just watch out for those worms along the way!
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