Comments on: Web 2.0 Sandbox http://www.kelandpartners.com/kelkellyblog/2008/04/07/web-20-sandbox/ be SEEN. be HEARD. be UNDERSTOOD. Wed, 01 Feb 2012 00:47:02 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Larry Lawfer http://www.kelandpartners.com/kelkellyblog/2008/04/07/web-20-sandbox/comment-page-1/#comment-58 Larry Lawfer Tue, 08 Apr 2008 12:43:45 +0000 http://k2blog.kelandpartners.com/2008/04/07/web-20-sandbox/#comment-58 I take a longer view. I view the current radical shift in communications back to the time of the Gutenberg Press. Before that only the wealthy had books and read, after that the masses had a book. Whether that bible served them well or not, it got them reading and thinking beyond the work a day world. It changed things, and people were unhappy with it. I also liken it to the shift when the telephone became common, the tv ended up in everyone's home, the airplane started flying us from one spot to another in a day. All these shifts brought us in touch with people outside our sphere. This is bound to cause friction. Now we have, in our careers seen, the end of typesetting, and napkin based layouts...all is computer and programs. I know you saw the shift in the local tv market last week. I think the pundits have it wrong. It isn't the end of the personality driven leader delivering us thoughts and ideas. It isn't the beginning of the branded media company. It is and always be about an individual sharing great ideas to other individuals. Those with the best ideas and best delivery of those ideas will be followed. They will be the winners. As you say, and rightly so, there is a need to get above the noise. Each company needs to deliver to its clients and prospects what they need, where they live. So many of us live on the web now. PR will not go away, there is a desperate need for great communications, especially now that it has been democratized (read dumbed-down) by applications like YouTube and other social media platforms. I believe the future belongs to those who serve well, who perform professionally and follow the rules of best practices both in the sandbox and outside. I take a longer view. I view the current radical shift in communications back to the time of the Gutenberg Press. Before that only the wealthy had books and read, after that the masses had a book. Whether that bible served them well or not, it got them reading and thinking beyond the work a day world. It changed things, and people were unhappy with it.

I also liken it to the shift when the telephone became common, the tv ended up in everyone’s home, the airplane started flying us from one spot to another in a day. All these shifts brought us in touch with people outside our sphere. This is bound to cause friction.

Now we have, in our careers seen, the end of typesetting, and napkin based layouts…all is computer and programs. I know you saw the shift in the local tv market last week. I think the pundits have it wrong. It isn’t the end of the personality driven leader delivering us thoughts and ideas. It isn’t the beginning of the branded media company. It is and always be about an individual sharing great ideas to other individuals. Those with the best ideas and best delivery of those ideas will be followed. They will be the winners. As you say, and rightly so, there is a need to get above the noise. Each company needs to deliver to its clients and prospects what they need, where they live. So many of us live on the web now.

PR will not go away, there is a desperate need for great communications, especially now that it has been democratized (read dumbed-down) by applications like YouTube and other social media platforms. I believe the future belongs to those who serve well, who perform professionally and follow the rules of best practices both in the sandbox and outside.

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