I agree that good PR people – not flacks, hacks or agents – have, are, and always will be those that help connect the dots, serve as a resource, and take pride in knowing what’s coming up ahead and being able to adapt to those changes so they do not become obsolete. Like the world, industries change and the elements within it must as well. Think of cars and the evolution of hybrids and other energy efficient vehicles. The need to eliminate the mass consumption of oil didn’t eliminate the need for cars. It fueled innovation from the industry on how to stay relevant, needed. Same could be said for PR – and newsflash for the bloggers that think PR is dead, we’re always finding new ways to stay relevant. Just like they found ways to stay relevant in the new media world, by becoming bloggers.

The disturbance for me with this whole discussion (I refuse to use meme – so lame) is that the blogosphere has been pressing for some time that it will soon become the only real, valid voice of news. True, mainstream news media have incorporated citizen journalism into its coverage as a way of bringing together the voice of the people and the voice of the news, but my POV, I just don’t see blogging erasing traditional media or therefore, the role of PR professionals. PR won’t go away just because bloggers like to “pick and find” their own news stories. There’s always going to be a need for professionals to help companies position their products, educate the right audience members, help foster discussions (online and off), as well as a score of other things PR people do, beyond pitching the news.

I do have to say that there is a huge misperception among bloggers that their word and channel of communication is the only way to reach a core audience. In a lot of cases, they aren’t. Look at some of the industries that don’t rely on blogs to generate awareness, sales, or customers. There’s a ton. Healthcare. Energy. Financial Services. Manufacturing. In a lot of cases they’re still trying to figure out how to create an online presence and if it’s even necessary to the customers they serve. Not the sexiest of PR, no. But at same time, another sector that employs scores of practitioners.

We’re in a bubble in the valley. There are a lot, and I mean a lot, of marketing, PR and communications practitioners spread across the country that still don’t see a blog post as the golden PR score. Do I think they are a bit behind the times? Sure. Do I think they are complete voids because they don’t think endorsement from Arrington is the holy PR score? No.

My two cents – and I manage to stay employed and current on the trends. Maybe someone else will find them useful.