Keith O’Brien is News Editor of PRWeek. Keith’s a leading thinker about the changing world of public relations. In addition to his gig at PRWeek, he authors a very important blog on marketing.

In this interview with Beet.TV, Keith talks about how technology is enhancing the role of public relations pros within organizations. He tells us how online video and other tools are providing public relations professionals with the ability to bypass the news media.

Keith says:

“. . . the VP of sales doing podcasts, Chief Marketing Officers doing blogs; the end result is communicating directly to the consumer and with the cheap technology available to companies today, more and more, even the small business have this opportunity to bypass the media and go directly to the consumer.”

We believe in the power and influence of traditional media, but I’m with Keith in embracing the new opportunity that technology provides. I’m a PR guy in the business for 25 years and it’s very exciting to be able to create a cool media platform in form of Beet.TV. The tools are here; believe it!

Scoble on the New World of Media Relation:  Dealing with "Z" Level Bloggers like Beet.TV (We Used to Be "Z" Level!)

Speaking of new face of public relations, check our this post by Robert Scoble. He gives insight into the new reality of media relations in the age of the blogosphere. He discusses the whole issue of press "exclusives," embargoes and how news is now generated from the bottom up.   

He also reflects on how the news of his departure from Microsoft was first reported by a "Z" level blogger (that’s me and Beet.TV) although he adds we were "Z" level "at that point."  Hah!

To get a great perpective of the whole transformation taking place in public relations I suggest you buy Naked Conversations, the book co-authored by Scoble and Shel Israel.

— Andy Plesser

Coming Clean: PRWeek is a client of Plesser Holland, publisher of Beet.TV

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