One of the effects of PR blogs has been that both sides have begun to hold a conversation. I cite this example from Walter Carl. We are also seeing PR students blogging and are bringing the knowledge they gain from the schools into the practice domain and even more powerful, we are seeing practitioners being critical (in the best sense of the word) of practice evidenced in comment and contribution which brings both research and best practice to the notice of the profession.
There is a long way to go but I see this as being one of the most valuable contributions that Social Media can make to the profession.
Right now, we need more academics commenting publicly and being engaged in the profession that sustains them. We also need practitioners to demand more of academia.
What are the benefits?
The first is that the bloggersphere is part of Continuous Professional Development, is global and open.
Second is that best practice is evident and transparent and worst practice is exposed.
These interactions also show the wide diversity of practice and will accelerate transition from 40 years of press agentry bondage.
Finally, PR practice can reach out to other areas of professional and academic excellence and research and can adopt the best available for the benefit of its members and clients.
A pretty good deal I think.....
Picture: Digital Bridge