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In this issue:

• The New Rules of PR for Technology & Software Businesses
  Because the rules for relating to the public have changed so slowly over the past ten years, practitioners who learned based on the old rules have been equally slow to change. It’s time to step it up and consider the promise Web 2.0 public relations holds.
  
• Ask the Expert: Does a formal requirements process stifle creativity and innovation?
  
• Building a Better Beta
  Delivering a successful beta program can be one of the hardest things to do as a product manager. Managing an effective beta program means doing what it takes to minimize the aspects that are out of the product manager’s direct control and, like any other program that is executed, bring as much predictability to it as possible.
  
• Prioritizing Software Requirements with Kano Analysis
  The Kano analysis model was developed to identify and contrast essential customer requirements from incremental requirements, and initiate critical thinking. Explore the four categories into which each feature or requirement can be classified.
  
• Case Study: Thomson Medstat transforms product management through intense focus on customer needs.