Ready or Not, Here They Come: An Introduction to Widget-Based PR

Newsweek may have declared 2007 "The Year of the Widget," but, three months into 2008, it's still fair to ask: Are communications professionals ready for another serious Web phenomenon whose moniker sounds like a big joke? Regardless of the honest answer, it's high time to welcome widgets--yes, widgets--with open arms, as organizations' communications strategies are increasingly dependent on the interactivity and viral capacity enabled by these tools. The obvious first question: What is a widget? According to Larry Thomas, COO of Medialink, "A widget is a piece of code, an application that you can grab [from anywhere] and post on your blog, Web site or desktop. Then, like an RSS, it feeds you the latest updates.

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