Top Down, Bottom Up

I’ve been meaning to flag Lee Odden’s thoughtful look at the yin yang of public relations in this day and age. In it, Lee cogently captures what many of us have grappled with over the last year — how to balance traditional “top down” media relations with the magnetism offered by some of the Web 2.0 tools.

His push-pull analogy works well, as does the practical tactical advice he proffers. Will one approach make the other obsolete? I don’t think so…not anytime soon. This is a most worthwhile read for PR pros.