THE BLOG IS THE MESSAGE
http://www.globalprblogweek.com/archives/jay_rosen_pr_needs_t.php
"Public relations should first understand that to the extent that
its art is a form of 'spin' - whether it's reasonable spin,
accepted spin, good spin, bad spin, terrible spin - it is selling a
service for which there is less and less value, and less mind is
paid to it. Spin was possible in the era of few-to-many media, and
a small number of gatekeepers who could be spun," media critic and
Press Think blogger Jay Rosen tells Micro Presuasion blogger Steve
Rubel, who also takes part in Global PR Blog Week 1.0, an online
forum on PR and blogs. With the rise of participatory journalism,
which has been facilitated by the Internet and weblogs, Rosen says
journalistic bloggers create a "second wave" effect that has an
impact on the traditional press. "A little orchestra of
interpreters instantly comes along and does something to
journalism, plays back its significance, but first editing out all
the noise. It's like a reply. Smart journalists are tuning into
that because its an intelligent use of their work - and a departure
point, a place where criticism flashes," Rosen says.
More web links related to this story are available at:
http://www.prwatch.org/spin/July_2004.html#1089673543
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http://www.prwatch.org/forum/discuss.php?id=1089673543