I wrote an article for PRWeek Magazine that outlines how public relations professionals can take advantage of new media technology to take control of a bigger share of the marketing mix.
Blogs are about conversations with customers and nothing is more open honest and transparent from a marketing message standpoint than a simple conversation. I think PR folks need to embrace these tools and raise their say in the marketing voice of the companies they represent.
When advertising agencies wake-up one day they will realize that audiences have so thoroughly tuned out most advertising that there is no one left to bill for those award competitions they call ads.
Find out what your prospects need, talk to them, get to know them, trust them and they will reward you with their business.