I came across a post today on one of my favorite web sites, Online Marketing Blog, from Lee Odden reviewing a new PR book “Putting the Public Back in Public Relations.” It’s a good review and the content looks interesting enough that I ordered the book to take on my trip next week.

The essence of the book is something that I believe strongly in and have posted about several times, and that is PR has fundamentally changed. The book looks like it addresses the shift in PR from simple information distribution to a strategy that utilizes content creation and social participation more fully. As companies experience diminishing returns on the way they have historically run PR they will need to adapt to the new media environment. Certainly it looks like it’s worth a read.