Because students are now accustomed to these possibilities and an atmosphere of openness, we will demand it in the workplace. We have seen something that is better, more efficient. You always want to share when you find a good thing.

Jami mentioned Auburn’s recent graduates and their participation in new media. They are not only participating, many have been the catalyst for change. We have been given the knowledge, we simply must have the motivation and confidence to speak to our employers about the benefits.

PR won’t die. It’s adapting at a rate faster than everything else. The industry recognizes that it’s our duty to understand new media. By utilizing new media and introducing it to clients, PR solidifies its place in the mind of the client.

I am a senior in college now and while I can remember the “C-prompt� computer days, it seems that life has almost always had the internet included. When AOL came out, I taught myself how to navigate, research, chat online- something I am still trying to teach my parents! Although those skills aren’t uncommon now, it did build a good base for me to teach myself to stay up with current technology. My generation grew up surrounded by technology that made our lives easier. And we took advantage of that.

Technology, as you mentioned, has also changed the business world. Blogs have become their own mediums for PR messages and corporate communication. Blackberry’s are standard-issue for offices. Still, the technology improves. It is imperative that the workforce stay with it. That is what gives my generation the edge. We have the skills it takes to be current. My classes (like Robert’s) are teaching me to appreciate what technology can do for me and to use it to my advantage in my job.

I guess that is why I think PR is so exciting to learn. I feel that it is not afraid to tackle technology and harness it for good. A “disruptive new workforce� is just what PR needs to continue being effective and powerful. You are right- something is coming. It is an enthusiastic generation of graduates that are embracing technology to change business and who knows- maybe the world.

Like Jessica said, “We were at just the right age when the internet became mainstream, and it’s become so much of a part of our everyday lives that we can’t even think about a time when it didn’t exist.” The form of communication that I use the most is via e-mail or a cell phone. Seriously, can any of us picture life without a portable telephone?

The scary thought is where this is going from here. I feel lucky to be a part of Generation 2.0 because while I know a lot of technology, it is still growing everyday. Think about something as little as an IPOD which came out as a technology that could store and play back music. Now it can be used to save anything like school work and the new ones can even play video. All sorts of technology keeps growing bigger and better.

Will it ever stop? I constantly think if new technology can ever run out or will it just keep generating into the so-called “epic proportions.” While technology can be exciting, it can also be scary. The next generation of kids are going to be even more dependent on technology than we are.

So much of our world revolves around technology. We were at just the right age when the internet became mainstream, and it’s become so much of a part of our everyday lives that we can’t even think about a time when it didn’t exist. What we deem as entertainment also centers around technology. Gone are the days when children ask for building blocks for Christmas. These days, we want iPods, cell phones, digital cameras, video games and the list goes on.

I consider myself very lucky to be a part of Generation 2.0. We are at an age that still allows us to be open to learning new technology. We’re not afraid of the term. We embrace it. As I’m learning more and more in my classes, I often feel that I’ll be better equipped for my future job than the person who could be hiring me. It might sound far-fetched, but I know people that have worked for executives in MAJOR organizations that didn’t know how to use Microsoft Outlook, not to mention the vast number of people who are unaware of blogging technologies.

And I also agree with you when you say that we believe “in the power of collaboration and collective intelligence.� Technology has allowed us to be more connected than ever before, and I think that our generation is taking full advantage of the opportunity. We’re not afraid to speak our minds regarding an issue and post our opinions on other people’s websites, regardless of how “superior� they might be to us in the PR world.

All I have to say is that the world needs to be on its toes because Generation 2.0 is about to start a revolution.

I don’t think that public relations is a dying field at all, I think it is simply transitioning. I think we are becoming more integrated with marketing and advertising than we have been in the past. The term “marcom” is an example of this integration. I think this transition should be seen as a good thing.

We are lucky to be on the forefront of this change. We will be the people who shape what the field of public relations will be in the future. Although I’m not completely comfortable nor do I have all of the information of the technology that is available, I have gotten a taste of it and am now intrigued.

The concept of Generation 2.0 is exciting for the fields of public relations, marketing and advertising .I am looking forward to stepping up and taking advantage of these new technologies.

However, the fear is, will technology begin becoming the focus of our careers? With the up-swing in ways technology is being used and implemented into our field, one has to ask how long will it be before PR people lose sight of our true objective, or just begin to lose jobs all together. With the ability to reach far and research information at the touch of a button, now one PR person can literally do the work of 10. Our focus has shifted toward reaching the World Wide Web audience via blogging and online applications as oppose to personal interactions.

Don’t get me wrong I applaud the new technology and I am excited that I am coming into this field with the knowledge and know how of current practices. I just wonder how long it will be before even these new methods become old and PR becomes a catch phrase of bloggers instead of a true discipline. Then again, who can really say what the future of PR is and what changes it will encounter next. As Erin said it’s evolving at a rate that’s hard to pin-point!

I’m excited about Web 2.0. Hopefully, people over 40 and the technologically challenged 20 somethings will soon realize that the web is more than just a repository of static pages. With the new offerings of Web 2.0, interaction goes to a new level. Browsing the Internet is no longer, “surfing” or “playing.” Like you mentioned, this new technology is fueling the business environment.

Will we step up? Of course and we will never hear of the ones who don’t because they will pass by the wayside. The issue that will make the difference is when this technology is embraced.

This sentiment carries through with your thought about the next generation of business hitting the mainstream. This is good for PR and for business. Sure there may be some bugs to work out, but as you look at the evolution of how we reach people, you will find that PR is at the heart of it (even if you don’t put that name to it). What EPIC should warn against is the possibility that we can overstep our customer’s comfort zone and become invasive.

As long as we don’t puff ourselves up too much about our importance, we can bring great changes and new technology to use. PR practitioners are like Superman in the business world - fly under the radar, use powers for good and work to achieve the best side of the human race.”

i think the same like you. the pr is a factor “the hearth of it” and it is important that he not die!