PR Call to Action

Check out Steve Rubel's call to action for the PR industry "to start using social media technologies." I like it. He focuses on action, not talk. PR is part of a company's marketing operations, though, so I'd include marketing in this call to action, too. And community relations, as well, because many times community managers live in marketing but they are just as likely to live in engineering. Either way, we need to be doing our community management (relations, marketing, evangelism, advocacy, facilitation, or whatever) from within the community, not from the outside. Anyway, I'll be following TheNewPR/Wiki closely as the PR community wrestles with this trend. The pressure is clearly on traditional marketing and public relations to adapt. Heck, even US News is writing about all this in Spreading the Word: Corporate evangelists recruit customers who love to create buzz about a product. (Sun's Simon Phipps is quoted in the piece, too).
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