PR-isites 2.0

The pain of the information powershift is really being seen at the corporate communications coalface. In the red corner we have marketing communications and PR teams struggling to come to grips with the new world of user generated content and decentralised brands, in the blue corner, we have new authority figures influencing audiences with their blogs. One will try and build relationships in outreach programmes to bloggers, while the other will revel in their self-editorial independence. This is a painful dichotomy and will continue to rub until corporates realise they no longer control the direction of public conversation about them and until bloggers get some readworthy news value from them that they are free to interpret.