What is becoming obvious is that there is an emerging need for a wide range of expert communications skills across a wide range of communications channels and consultancy with the knowledge and expertise to be able to manage and deploy these channels and skills.
Furthermore, the monoculture and ubiquitous press relations model is becoming niche and we are all going to have to work with niche channels for communication henceforth.
Not all such channels are new (take, for example wiki's) it is just that their day has come.
Corporations are learning a lot rom blogs. It is showing them the future, a very interactive future and one that needs a shift change in the PR profession to match.
Picture: Ubiquity Oliver Clements