Take a read of Jeff Jarvis' book, ‘What Would Google Do’.

Jarvis is a blogging pioneer. His blog, BuzzMachine, which tracks developments in new media and chronicles some of his personal obsessions, is frequently on the top 100 blogs list, which is pretty cool since there are over 6 million blogs worldwide. 

What  Would Google Do is a pretty  terrific book. 

In it, Jarvis illuminates the new worldview of the internet generation and presents a series of industries that would benefit from the  books central question.

There’s one caveat. If you work in PR, make sure you have a stiff drink beside you when you read it.

Jarvis condemns us. Big time. 

He takes several digs at our profession. 

“PR people,” he says,  “must spin facts to craft victory,” … “will not admit to making mistakes.”...and,  “is hopelessly compromised by having clients.”

Hmmm. 

In Jarvis’ Google world, he believes that "companies should speak directly with consumers, give up control of product development, and focus on customer service instead of marketing/advertising."

I agree, to some extent.

But I also think that PR has a rightful place in such a world. 

When done well, PR work combines policy and communication. Effective PR serves  public interest even as it pursues private gain. The two can coexist and we have seen that companies  who purport to do the latter at the exclusion of the  former do not survive in the Google World.   

So go ahead, pick up a copy of Jarvis book. I can also share my copy with you if you like. 

But if you work in PR, don’t forget to keep a drink at your side.