The document discusses the shift from traditional public relations (PR) to a peer-to-peer (P2P) approach where messages are adapted and shared among groups. It emphasizes that participants within these groups are best positioned to modify messages, making them more relevant. While acknowledging the ongoing relevance of broadcast media, it encourages PR professionals to engage both methods to maximize impact.

1. From Broadcast PR to P2P R David Cushman FasterFuture.blogspot.com

2. THE STAGE Scale = audience = where the eyeballs were? Message Broadcast at audience David Cushman FasterFuture.blogspot.com THE STAGE THE STAGE Message Broadcast at audience Message Broadcast at audience PR

3. In the networked world no one is looking at the stage. They are looking at each other David Cushman FasterFuture.blogspot.com THE STAGE THE STAGE THE STAGE PR

4. PR people have to become P2PR people: Peer-to-Peer, Publisher-to-Publisher David Cushman FasterFuture.blogspot.com P2P R

5. Share messages among their groups. They adapt them to suit their groups. They make the message theirs We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com

6. The groups are not fixed (adhoc). The message spreads when the groups reform around a new purpose They select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com

7. Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage David Cushman FasterFuture.blogspot.com

8. And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace David Cushman FasterFuture.blogspot.com

9. They aren’t your groups, they are theirs. They aren’t your messages, they are theirs PR is not done to them, it is done by them David Cushman FasterFuture.blogspot.com

10. But. The broadcast world ain’t dead (yet). Wise PR people do both David Cushman FasterFuture.blogspot.com THE STAGE THE STAGE PR P2PR Message Broadcast at audience Message Broadcast at audience