Aaron's opening comment of:
"Our SL presence stemmed from a presentation that we made at the Arthur Page Society on the future of communications and social media. In our work, we are very involved in peer-to-peer media blogs wikis, podcasts, etc. SL allows for a more immersive form of communications. In SL, you can collaborate in three dimensions. "Is an excellent introduction as to why people in PR should understand this form of communication.
The full interview is here.
But its in more than an interview it is a Second Life case study. It shows why an organisation might like to use these kinds of channels for communication - for commercial gain.