Where Should Public Relations Go from Here?

The ICCO (International Communications Consultancy Organisation) World Summit is taking place this week in India. This conference is bringing together senior public relations people from around the world to discuss "next practices." One of the highlights from Paul Holmes (Holmes Report):

PR people should be used to dialogue, for reaching out to multiple stakeholders, to using a wide array of channels rather than a single communications vehicle -- all the characteristics of this new environment. In all, it's a great chance for PR to redefine itself as much more strategic in redefining the art of conversation as a marketing and communications vehicle.