How could the Scoble / Israel chapter be improved?

On the comments to chapter 7 on publicists, Robert Scoble asked how I would change the chapter (as opposed to just criticising it) which is a fair enough challenge, so here is my response (which I also posted as a comment on Naked Conversations):

1. drop the "blogs vs PR, good vs.evil" stance.
2. acknowledge that most of us hacks spend most of our time trying to get what our clients' want to say to their audiences (their messages if you will) through the sieve of the media. In fact, PR is as it is because the media is at it is. Media are gatekeepers and we're the guys who try to get our boys to the top of the queue and through the door. We do that by making their pitch to those cynical and jaded journos as compelling as possible.
3. on other occasions we play gatekeeper when our clients are worried (often with bloody good reason) that the media will do them over and focus on the negatives and emphasise the conflicts and all that other good 'life as a football match' stuff that journos love because it sells and if the story sells they get in the paper or on the bulletin and further up the front of the paper or maybe even lead the bulletin
4. another reason we worry about our clients is that the media can destroy a reputation on the front page one day and when you point out their errors, and mention litigation, you'll get a grudging retraction on p3, and they'll come after you again as soon as they can (believe me I have recent personal experience. man if you think pr people are control freaks you should try talking to some of the media people we have to deal with (they ain't the truth-telling saints they make out to be)
5. If you understand the reality of pr as we live it day in and out you can then see a lot of quite sensible reasons why pr should love blogs
6. For instance, blogs allow us to engage directly with audiences and to escape the noose of the media. We can correct errors, we can publish reports and transcripts, we can converse with real people in real times and so on.
7. People who want to know about us can come visit they don't have to rely on media stories
8. And so on ...
9. For real communicators, as opposed to the cartoon PR version, blogging promises to be the breakthrough we have been waiting for.