Robert Scoble and Shel Israel have co-written “Naked Conversations,” a fascinating book about how blogging has transformed corporate reputations, spurred the emergence of brands, defined the new role of the mainstream media and has transformed the very practice of public relations.

For marketing and corporate communications professionals, it is an essential read.

I caught up with Shel last month in Palo Alto to talk about his new book. He is a veteran public relations man who has counseled many technology companies in the Valley over the years.

He lays it all out very clearly:  PR people can’t do what they’ve been doing. The rules have changed. They can be more valuable and influential by embracing the new tools of blogging and social networking. They need to be “deprogrammed” to approach their work in a radically different way. They need to engage in an open dialogue, not just “insert a monologue.”

On the tactical benefits of blogging, he makes an important point: Regular blog posts raise your “Google juice” — meaning Google rankings based on search terms. Important to know.

— Andy Plesser

Shel_robertjped Shel Israel and Robert Scoble, co-authors of "Naked Conversations" (and two really nice guys)

>> The San Jose Mercury News reports on Scoble’s new job at PodTech, and has ‘five things to know about Scoble’ as well!

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