Business Wire is now doing Social Media distribution and SEO PR through PRWeb. The press release is available here http://www.prweb.com/releases/business_wire/eon/prweb443627.htm

David

Of course our method of delivery is changing radically every day.

I think it is better looked at as the shift from buses, to trains and boats, to airplanes.

Inside each of these changes you can indeed point to some 2.0 moments; however, it was those that realized they were in the “transportation” business, and adapted to whatever was the best way to transport people, that stayed in business.

Same with PR, as soon as we realize we are in the “communication and relationship-building” business, to use your words, and adopt whatever technology and methods we can to effectively deliver on that, then we will thrive. You can call it 2.0, and I do think there is a fundamental shift in the way we deliver our services, but the basic fact remains that we are still in the same business.

And you are welcome to come see us in San Antonio anytime, though I might beat you to it and come to San Fransisco next April. We will have to coordinate our schedules (and get you over from Boston) so we can coordially debate a few issues in person However, I don’t think we are too far off in our assessment, it is just shades of gray.

Of course, it will ALWAYS be about communicating & relationship-building… Just as an “airplane” has always been about ferrying passengers from Point A to Point B.

Would you argue that air-travel never deserved to consider itself in a “2.0″ period? — i.e., from the Wright Brothers to the widespread use of air stewards and in-flight meals to the availability of cheaper tickets for the Everyman… Air travel was still always about moving from Point A to Point B, but the technology, the practice, the practicality, the experience, the dynamics — they all changed. Just as PR is now changing in equally fundamental ways. Yes? No? Maybe so?

“2.0″ is not just about TECH, it’s about how we form relationships (SL, anyone?), who we form them with (as much about reaching users directly as via MSM?), why we form them (as much about brand protection as brand promotion?), and how our skills must evolve.

Maybe I am smoking dope. Or maybe I should start!

Also, I believe that the real value of PR is the relationships that we form with our stakeholders. New delivery methods, two-way technologies and other delivery mechanisms are just that, they lie at the strategic and tactical level, but do not really define what we do.