Totally agree, and I’m sure we’re on the same page here.

Just trying to put ‘content’ in ‘context’ of the bigger picture. I know many companies are all hyped up about the possibilities for online communications - which is fabulous because we do want/need good content.

But I hope this post serves to remind them that while great content is vital, it is not the end in mind.

One condition: content is still king. Here’s why: had you not consumed lots of my content prior (speaking, emails, Blog, Podcasts, etc…) no one Blog posting would have changed your mind.

In PR, we tend to forget that everything is quickly becoming content - from twitter to Second Life to real-life meet-ups. It’s that credibility of content - built up over time that slips to those personal tipping points. Or as you called it - “the relationship.”

That being said, this post still remains 100% valid in my eyes.

We love Melvin

Thanks for dropping by; and Thank You for putting this book together for two very good causes!

Yes, credibility was the point of my last post; and your area of expertise is exactly what we (PR folks) need.

In order to build relationships, one of the things we need to know, is how our audiences and customers feel about what we say and do; and Web Analytics enables us to understand (and measure) today what would have been impossible before.

This (the need to take an analytical approach) was also my point in my previous post on PR’s relationship with data.

There are many PR practitioners in Asia who would love (and desperately need!) to listen to you speak when you’re next in the region. And I would love to catch up with you sometime!

I am very glad to have Mitch’s kind endorsement. Through his work and contributions he carries a credibility that would be hard to pull off easily in the offline world.

Maybe that is the point of your post after all.

Thanks again.

Avinash.