Mike Manuel always points a sharp stick at conventional communications (code word: adapt) and here he is again rethinking the traditional PR model.

PR 1.0, the push model, is making way for version 2.0 he believes. The new way to think of this is to start thinking like networks. It’s a long read, but enlightening

PR 2.0 programs need to think, act and look more like Big Media networks – with blogs just being a slice (a channel) of the corporate content that pulls audiences in and keeps their attention. The good news here is that most companies are already sitting on piles of great content, they just don’t know it and those that do, just don’t know what to do with it.