Richard Edelman, President of Edelman Public Relations recently wrote a very eloquent and spot on analysis of the implications of new communications tools for PR professionals.  His essay reminds me of a study that was done several years ago that pointed to internet audiences gravitating to user created content.  At the time they referenced tools such as e-mail and instant messaging.  Today, the tools have developed further and include rich media solutions such as audio and video podcasts, blogs, and RSS.  With these new techniques, the communications dialogue has evolved and grown from peer-to-peer sharing of personal content to a much broader and engaged space on virtually any topic that includes corporations, non-profits, stakeholders, and individuals. 

Clearly the rules of engagement for the communications community have been redefined.

Link:

Richard Edelman's Post on His Blog 6AM