If you are a PR person, and you are still not convinced that social media can make a big difference, you must read Don Thorsen's well- written case study on the Krugle launch. Don is an old friend of the agency, and we shared ideas with him when he was still Don Thorsen 1.0 -- oh, about a few months ago. His rapid transformation into a "new PR" powerhouse is thrilling.
Two big takeaways, from my side of the table. First, Don was mature enough to seek counsel from really knowledgeable people, including Doc Searls and Shel Israel. His beginner's-mind approach -- rare in someone as experienced as Don -- is refreshing. Second, he understood the relationship between big media and new media, and he didn't sacrifice one for the other. My favorite quote is about his experience at DEMO, a big show that continues to be relevant in the post-blogging world: "Much of the value of DEMO comes from the press. In Krugle's case it was the press that ignited the blog community, who in turn, spread the messages around the world."