It seems like everywhere you go, more people are speculating about the future of web technology. Just as PR professionals are beginning to get a handle on web 2.0, the semantic web, or web 3.0, is beginning to take form. Where is public relations and web technology headed? How might the semantic web affect your work-flow? Does the PR industry need to evolve its own standards? These are just some of the questions we try to address in this white paper, but we would really like to know your thoughts on the issue.