It seems so simple. Yet I'm sure a lot of Marketing dudes get caught up in the hype that ends up being the "wrong community." Say my customer is a bit of a lag

It seems so simple. Yet I'm sure a lot of Marketing dudes get caught up in the hype that ends up being the "wrong community." Say my customer is a bit of a laggard, What would you recommend doing to break through the traditional PR clutter in a very web 2.0 world? Is there a way to connect the two that makes sense and might provide value/ROI? Thanks Noah.