Steve Rubel, author of Micro Persuasion blog, interviewed Dan Gillmor technology columnist and blogger for SiliconValley.com

Their discussion included topics such as: why blogs and personal/amateur journalism oblige PR to evolve, how grassroots media -including the increasingly ubiquitous digital camera – may damage or be a great tool for companies able to use them smartly, RSS used by PR to distribute routine news, how a journalist’s job has changed in our new era of communications, code of ethics of bloggers and journalists, how can PR pros use blogs, etc.

Read it in Global PR Blogweek.
Related: Companies should fear inverse viral marketing.