New leaders of media?

There's an interesting story in today's US PR Week - Market Focus: New leaders of new media, about how some companies are pro-actively using blogs in their PR initiatives. The editor profiles four campaigns that successfully used blogs.

I thought the comment from Weber Shandwick's Mike Spataro about the skills that PROs of the future will require, is pretty spot on. He said:

'The PR pro of the future is going to be someone who will not only possess great PR skills, which will always be important, but they're going to have to be digital communicators to deliver messages that are based on the technology and lifestyle of today's consumer.'

I was also really pleased to see that David Scott's e-book about the new rules of PR, has been a successful example of using blogs to get a message out. He's had over 20,000 downloads since he launched it on 16 January!