As many of you know I am also the official blogger for Bulldog Reporter, an industry newsletter that has over 50 000 PR practitioners as subscribers.   Last week I was in San Francisco speaking at the TurnPROn Online PR Summit.  Jim Sinkinson, CEO of Bulldog Reporter, was there too and we had a delightful dinner together in the city after the event.

One of the topics of discussion was the role of PR and media relations in a Web 2.0 world. Jim had mentioned in his presentation earlier in the day that a recent Bulldog survey found that PR people rate driving traffic to their corporate website as one of their main concerns today.

In an interview with the Daily 'Dog today MJ Gilhooley says

Simply put: Audiences are more in control than ever and increasingly savvy about filtering marketing messages. As a result, PR pros have a new hat to wear: listener, learner. With the tables turned per the advent of Web 2.0, sheer Darwinism alone will lay to rest the pros who five years ago considered major market headlines and covers the end game. Bottom line for PR: Control of the message is out. Engagement and dialog is in—especially in social media communities.

McKenzie Worldwide published data recently indicating that 67% of today's consumers would prefer to get their purchasing facts from other consumers—not "communicators."  This supports the study out early in the year that showed that the most trusted form of advertising is recommendations from other consumers 'just like me.'  

Consumers are turned off by some kinds of digital advertising, like text messages, pop-ups or banners, that may explain digital marketers' eagerness to work indirectly, through blogs, social networks and other kinds of online forums. Of all survey respondents, for instance, 61 percent said they trusted consumer opinions posted online, says another report from Nielsen Buzzmetrics..

And the recent IBM study of online behavior revealed that audiences are increasingly savvy about filtering marketing messages. Consumers are seeking consolidated, trustworthy content, recognition and community.

Consumers are increasingly contributing to online video or social networking sites and of those who contributed content, an average of 58 percent worldwide did so for recognition and community, not monetary gain.

The report predicts that marketers and advertising revenues will follow consumers' habits.  Given the rising power of individuals and communities, media and entertainment industry players will have to become much better at providing permission-based advertising and related consumer-driven ratings services.

U.S. users report more usage of social networking sites and user generated content than almost any other content services category:

• 45 percent use social networking sites
• 29 percent visit user generated content sites
• 24 percent use a music service such as iTunes
• 24 percent subscribe to premium television content

The following key skills or practice areas are becoming increasingly crucial for communicators of all disciplines:

• Better positioning of clients with outreach in the blogosphere
• Mastering skills necessary to optimize web video placement opportunities 
• Engaging in virtual-world interaction and visibility 

If the new media Web 2.0 world is still unfamiliar territory,  find a partner who can deliver social media training and help you to develop social media strategies for your clients.