Great post and good idea asking this question. I think your definition is a good one. As I’ve been talking about it, PR 2.0 represents an evolution of strategic communications. PR 1.0 was channel-dependent (relying on target publications to tell your story or publish your ad), static (what was published allow for no reader interaction), siloed (no ability for people to share information), and top-down (everyone had a message platform and focused on getting those out, ie. dictating its story to the market).

PR 2.0 is fundamentally different. Social media and tools are enablers, but now individuals and companies can be - or are - self-publishers. Content that is published by professional media, individuals and companies is interactive. Buyers of products/services are influencing each other through numerous kinds of social networks. And the control that companies tried to have over their messages getting out is being replaced by the need to listen to how the market is talking about them and the problems they are trying to solve, and engaging with them appropriately.

It is true that professional media plays a role, but it’s way more than that now.