Authenticity, Transparency, Conversation ... the web 2.0 world is filling our throats, hearts, minds and intestines with jargon which, in the end, boils down to a simple concept.
People appreciate honesty.
People dealing honestly with each other do not lie. They don't hide facts. They don't try to make you take a bad settlement when a good one is only slightly more difficult to arrange. They try to do things with you, instead of to you. They are interested in your relationship and not your money.
It doesn't have to be more simple than that. More hyped than that. Honesty itself is already pretty groundbreaking. It already is the killer ap. This, I think, is what Jory is saying here.
Recently some have said that Blogs would kill PR. That's like saying TV ads or magazines would kill PR. Or it's like saying that the staple gun would kill woodworkers.
We are so excited to find the next disruptive technology that we want all technology to kill something. What's amusing here is that Web 2.0 should be all about not being disruptive, but transcendental. Blogs are part of this.
Web 2.0 transcends the use of technology and the user of technology. The goal is to make the application of technology by a group or an individual a natural extension of actions that group would make ordinarily. And, yes, this includes Public Relations.
Certainly, blogging and web 2.0 will change Public Relations, but they will evolve together. Regardless of how honest we are, how open we are, there are going to need to be things to be announced, things to be explained carefully, and things to be advertised. Messages cannot and should not always be provided in blog format.
Indeed, I agree with Jeremy Pepper who provides ample reasons why blogging would increase the need for PR staff. Someone needs to be responsible for tracking the conversation for the people in a company. Even if you're a great employee and a great blogger, having designated staff to track the conversation is important.
Cameron Reily of The Podcast Network is quoted in this ABC article about blogging and podcasting and their impacts on PR. What this starts to show us is the nuance in this conversation. The notion of spin. The theory here is that the immediacy of information transmission in blogging and web 2.0 will derail spin.
This nuance I can get into. It won't kill spin. It won't save us from it. But it will make it much harder to lie and not have people point it out. Blogging and 2.0 will get us that far. Now we have to take the next step ... people actually have to care.