Writing the conversation

I read an interesting article published by PR Tactics called “Writing the conversation: How social media is redefining PR’s content creation.”  It discusses the affects  that Web 2.0 and the social media explosion are having on the way PR professionals communicate their clients’ brand messages. I loved the fact that the article addresses the new found opportunity social media provides by creating an open dialogue, as well as the PR professional’s responsibility to harness this opportunity appropriately and ethically. Read over the article and let me know what you think.