WASHINGTON, DC: PR pros have taken to the Internet over the last few weeks to weigh in on an increasingly caustic debate about the profession’s role in the e-centric business climate.
WASHINGTON, DC: PR pros have taken to the Internet over the last
few weeks to weigh in on an increasingly caustic debate about the
profession’s role in the e-centric business climate.
The back-and-forth dialogue, which can be found on the Netpreneur
Organization Ad-Marketing listserv, was sparked by a new book, The
Cluetrain Manifesto: The End of Business As Usual, by Christopher Locke,
Rick Levine, Doc Searles and David Weinberger.
The authors are currently making their way around the country discussing
their theories about emerging communication markets, which they refer to
The question posed to the listserv group was, ’If markets are
conversations, what is the role of PR?’ To this, Weinberger responded,
’Traditionally, PR has been part of business’ attempt to control the
conversation’ by distributing messages which painted companies in a
But Weinberger also suggested that, thanks to the explosion of the
Internet, PR has a lesser role to play in future conversations. He
believes the way PR people can stay vital is by becoming corporate
’The very best PR people have always been the ones who have great
conversations with the press: honest, knowledgeable, willing to admit
ignorance, easy to laugh with,’ Weinberger wrote.
To view the ongoing debate, go to netpreneur.org and enter the
Ad-Marketing LISTERV. Excerpts from the book can be read at