Couple of interesting contributions to the ongoing discussion about what PR will look like in the future. They are from quite different perspectives too, one an ex FT journalist now earning a living via new media, the other from the head of a global PR agency. 

Tom Foremski of SVW has posted on The New Rules in PR. I don't agree with all his assertions, although many are correct. I do agree with the general thrust: that everything is changing, so you'd better change too. Tom promises to continue and expand the discussion, so worth staying connected.

Richard Edelman posted on PR in a World of Expression. This has a slight public policy and public engagement slant because of the conference Richard was speaking at. Again, I wouldn't agree with everything Richard says but he does make some good points. All aspects of traditional PR aren't going to go away, however much some observers might want them to. But they will change, they should have changed already, and the shape and skills needed inside agencies in particular will evolve most radically.

I've posted thoughts around this topic before too. These two posts might have inspired me to dust some of them off and update them.

Tags: PR, Tom Foremski, Richard Edelman