Thanks to Steve Rubel we are undertaking a new 'conversation' at the PR Wiki. I commend him for staking out a discussion about what the PR industry needs to do to get sharper on the rise of social computing and personal media. By this time, most of the big agencies and many of the smaller ones have some claim to a 'practice' or similar initiative in response to the popularity of blogs and podcasting.
Some are more authentic than others. Of course, I believe in our approach at Ogilvy PR. But beyond the competitive posturing, I am looking forward to an open discussion about what's working and what needs work as our industry embraces changes in whom we have considered influencers historically.