PR in a nutshell

FutureWorks PR pro Brian Solis wrote this paragraph below to describe the work of a public relations/communications awareness building professional. Fantastic. His blog post is worth reading all the way through, a fine counterpoint to the NY Times article "Spinning the Web: P.R. in Silicon Valley" from over the weekend.

Brian wrote:
"It’s our responsibility to identify and prioritize all important categories equally in order to run both a top-down and bottom-up communications program that increases visibility, demonstrates awareness and empathy, offers solutions, and inspires champions who can help us extend and scale explicit benefits for particular groups of consumers. In doing so, we can create a series of concentric circles that, when nurtured individually, resonate and extend until they collectively overlap and form a topography of collaborative, burgeoning and overlapping conversations and communities that extend the reach of companies to cultivate dedicated channels."

[NOTE: Other local PR folks writing today about the NY Times article include Slipstream Labs' Bob Wallace and ValleyPR Blog's Linda Vandevrede.]