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13 August 2008


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Hi Trevor; what I find interesting about sev of your recent (borrowed) thought leadership pieces, is that they come from Deloitte (Digital) and other corporate advisors. Again, I fear that PRs are gonna be overtaken, just as they were by Mktng all those years ago. Do you get that sense T?

Trevor Cook

Well this is a business focused conference. I think a whole lot of people are getting into the web 2.0 or enterprise 2.0 space. They include geeks (who think everyone wants to spend all day online), librarians (who think it's what they have been doing all their lives but with new tchnology added in) and so on. A lot of this conference has been taken up with employee communications some of it goes to PR (in the sense of issues, stakeholder and reputation management) but not much it is fair to say and that might reflect a kind of tendency to see PR as about brand, image and selling stuff.

Telstra's nowwearetalking is a key exception of course it is purely PR properly understood and is still the stand out in Australia.

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  • Trevorcook
  • I have worked in politics, public policy and strategic communications for over 30 years. I was recently awarded a doctorate in Australian politics at the University of Sydney. My thesis was on the (changing) relationship between the ALP and unions. I have been blogging since November 2003 and over the past decade I have written many articles on politics, public relations and social media for newspapers, magazines and websites. I love literature particularly John McGahern and James Joyce. The header photo is of the Clarence River taken before dawn at Ulmarra in 2012.


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