Wikis Pose a Threat to Costly Media Directories

One tool that PR professionals rely on daily is the trusty media directory. The leading company in this space ... is acquired its largest competitor MediAtlas.) While these databases have evolved nicely over the years - from dead-tree books to CDs to robust online tools - they risk becoming extinct unless they evolve fast into wikis (best attempts. This is where we can help. Media directories must evolve into wikis or they risk becoming extinct. They are spending a lot of money paying researchers. Why not also bring customers (e.g. PR people) into the fold and enable us to edit listings, share insights and knowledge via a wiki? In the future, PR professionals - and even consumers - will create their own media directories. For a glimpse of this today, check out Jennifer 8. Lee of the New York Times. The paid services better evolve fast. Because in the near future as wikis become more popular and easier to set up, we may end up forming our own tool that enables us to share our knowledge. Just look at what Romanian PR pro TheNewPR wiki and you will see what the potential is for open knowledge sharing in PR. Senior Vice President with Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.