PR: Nothing but blue skies?

A really interesting essay has been posted on the PR2.0Universe website written by John Holmes of the Holmes Report regarding how PR missed its chance in the first internet revolution and the challenges which lie ahead if it is to extend its influence against the wave of consumer generated comment.

It includes some excellent discussion on identifying key online influencers, the death of the conventional press release, the types of people PR should be employing, salaries and competition from other disciplines.

It also looks at measurement and suggests a market research approach among stakeholders. It would have been interesting if this had been extended to the role of media monitoring, application, analysis and what you can hope to learn from it.