The always interesting Chris Anderson has an interesting post up about the direction in which PR is heading online. By and large, I agree with his perspective as well as the tips for basic blocking and tackling at the end of the post. The only comment worth adding is that as transparency increases a greater burden is placed on the shoulders of the PR folks to know more than what they're pitching that day. They need to know the product, the market, the industry etc. so that they can initiate and carry on informed conversations on behalf of their clients. Another example of how traditional agency models are being disrupted these days.