An academic colleague recently confessed to feeling out of touch with changes in PR practice (though today she acknowledged that there’s little new in the continued emphasis on media relations). My initial response had been that while technology doesn’t change the fundamentals of communication, there was one development worth knowing about above all others. RSS.
Tom Murphy (whose PR Opinions blog gets a mention in Dan Gillmor’s book we the media) has been advocating the adoption of RSS for PR and marketing programmes for several years. Today he summarises the case (and links to other articles on this topic).