Provocative stuff from Doc Searls. In particular:
I know a lot of terrific PR people who are doing great work at moving their business from the Age of Spin to the Age of Full Exposure. I wish them luck in their mission. But when it’s complete the result won’t bear any resemblance to PR as we’ve known it.
The fact that PR is/will change out of all recognition seems to be broadly accepted by most people – of course, we are all in the dark at the moment as to exactly what it will look like in the future.