Frank PR's Graham Goodkind spoke of the 3D-isation of PR.
Don't set up a Facebook group, don't just set up a blog. Engage and interact; have a sense of humour.
PR equals ideas equals content.
Celebrities, sex, humour, human interest work.
The door is open for PR people to own viral marketing because it's all about the idea.
PRadvertising is the next thing: creating online ads.