Business 2.0 writer Owen Thomas interviewed Josh Pickus, CEO of SupportSoft via Instant Messenger yesterday. And the (edited) transcript became the form and substance of his post on the Business 2.0 Blog.

Nice. I love it.

No elaborate set-up; no need for travel; no band of message-crafters hunched over the computer churning out the CEO’s message.

Just a simple, compelling conversation between journalist and CEO; shared with the rest of the world.

Quick, honest and engaging.

Now THAT is the ‘2.0′ way.

And perhaps the best thing is - I don’t see the PR guys come out beating their chests, proclaiming: “We have just set up what could possibly be the world’s first CEO interview via Instant Messaging; therefore, we rule the digital universe. Yeah!”

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Elsewhere in the news:

Companies

• Burson-Marsteller’s silent preparation to take on PR 2.0 challenges comes to light, and - the PR industry as a whole - under fire.
• Microsoft offers cash for Wikipedia edit. Another PR 2.0 blunder.

Celebrities

• Forbes’s “Web Celeb 25” list finds marketing and communications experts Seth Godin and Robert Scoble in its ranks (fifth and ninth position respectively) – A good reminder that communications professionals are no longer relegated to the powder room in the backstage of news-making. They are coming out into the spotlight as ‘influentials’ and newsmakers in their own rights.

Social Media Press Releases (it’s becoming quite a mouthful in more ways than one)

• The battle over the sacred document traditional Press Release format goes on…

2.0 Tools | Asia-focused

• Scoopasia.com launched the Scoopasia Blog Search, enabling users to create, and search from, a growing list of influential blogs in Asia. One step forward in keeping track of crucial conversations in the Blogosphere.

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