PRWeek Letter: Declaring the Age of PR 3.0 a Bit Premature

Earlier today, PRWeek published my letter of response to the 3.0 debate from last week. For those of you who are not subscribers, here’s are some tidbits to whet your appetite:

…agencies like to hire teams of bloggers and create a “labâ€? or a “studio.â€? They may even have a Steven Rubel on board with a highly successful blog. These lab teams or “Joe,â€? the blogging expert, are brought into accounts on an as needed basis. This patchwork approach will not be as effective as the new media evolution continues…

As demand for functional hybrid account executives evolves, agencies will need to either develop experienced executives who operate in both media worlds, train them in new media techniques, or acquire the talent.