Published at LXer:
Is the real challenge for PR just "influence"? Or is it something bigger than that? If so, are there ways we can help PR move past its history of spinnage and into a future of usefulness? Those are the questions raised for me by "Distributed influence: quantifying the impact of social media", an Edelman paper posted several days ago by Jonny Bentwood on his blog. It's a worthy effort, with good people involved. It is also a work in progress.
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