I�m sure you have by this stage heard about Ross Irvine�s latest missive on PR and the Internet. It�s been posted to every PR mailing list I�m on. Ross� focus is primarily focused on activism and NGO�s but it�s relevant to a wider audience.
Ross does make a lot of very valid points in the piece, entitled �PR Kittens� though sometimes I wish he would reduce the number of crass generalizations about how incompetent PR people are online. While I would agree our profession is not a stellar online performer, I find some of his views a little patronizing for my taste. However having said that, you could do worse than have a read of it, at the very least it�ll provoke a response. He has other opinion pieces on his site which are also worth a browse.
Murphy's Law 