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@Cameron - technology affords much more leeway to craft compelling copy and connect directly with the people you're trying to attract in the first place. It's hard to believe that most colleges are still resisting this kind of opportunity on behalf of their students. Your students are lucky to have you as teacher.

@David - it's something we have in common, the passion for getting to what's next with PR and marketing and liberating it from old rules. Always a pleasure learning from your experience and work. Thank you for your rants as well :)

Valeria

Wow - I am flattered that you not only read the second edition (carefully), but you took a lot of time to write about it here. I really appreciate it.

While a lot has changed since I wrote the first edition (Twitter did not exist, and Facebook was only for those with a .edu email address for example) what hasn't changed is that the Web allows anyone an opportunity to publish information that people are eager to consume.

BTW - I really LOVE the cover of your Participation not PR slide deck. Awesome!!

Cameron - thanks for your support.

Best, David

Wonderful summary! The second edition of Scott's book is a genuine one, with lots of new information. It is one of just two required "texts" in the PR writing class I'm teaching this semester. Although most colleges don't seem to be connecting the dots when it comes to how much technology has changed the content we need to deliver and how we engage, I'm hoping that this book will be an ongoing resource for the students when they get full-time jobs in communications.

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