Th-Th-Th-Th-Th-Th-Th-Th-Th-Thats all folks!

When I started blogging two years ago about the impact of technology on news media and, by extension, the practice of public relations, I did so because I was confident I had something to say – some experience about media to “share” – and in a combination that provided a perspective I wasn’t seeing elsewhere on media blogs, tech blogs or PR blogs.

And, I told myself that as long as I had something new or fresh to say I would continue – and if not, would not.

I also sensed that the very process of blogging and exchanging views with those who might bother to read this blog would further inform my opinions – and it has and for that, to everyone who’s ever commented on my posts or sent backchannel e-mail comments, I thank you for having helped to broaden my viewpoint considerably.

So, obviously, I’m about to end this particular blogging experience with this one last post. And as I do, I’m pleased to have found that the experience hasn’t fundamentally altered the basic premise I started out with, which I’d summed up in a formula that was the basis for the blog’s title:

Concise Message + Defined Community + Precise Platform + Timely Delivery → Media Mindshare

Everything intuited in that formula has since been borne out in my experience, namely that every community with which/whom one wants to engage to share information about a product/service/occurrence/idea requires not only a concise message, but also clear identification of the most appropriate media platform/vehicle for engaging with that community.

A greater understanding of the way in which Web 2.0 software and platforms are dramatically impacting the sharing of news and information has reinforced my belief that blogs and social networks and messaging platforms are most appropriate for engaging with certain communities – while convincing me that they do not yet and possibly never will supplant other media platforms (including traditional print and broadcast media, live events and conferences, etc.) as the most appropriate platforms for engaging with other, defined communities.

To say it another way, what is clear to me now is what I’d sensed at the outset: that while Web 2.0 has lengthened and broadened substantially the long tail of media, despite the excitement I share with some tech and PR Web 2.0 evangelists, it is still not close to replacing traditional media as the most appropriate means of communicating with most people. And, if that holds true in North America today, in Europe and elsewhere the case for the advancement of both traditional media and online media hand-in-hand — rather than the supplanting of the former by the latter — seems even stronger to me.

I believe that by focusing so much on Web 2.0 capabilities from a purist’s standpoint some tech and PR bloggers actually overlook what I consider to be the Web 2.0 revolution’s most important contributions – the current incorporation by traditional and mainstream media of elements of Web 2.0 technology and philosophy, making them more agile in gathering and delivering news and information and in the process more responsive to the communities of readers and viewers and listeners they serve or represent.

Having said all that, I was about to embark on a list of “what I’ve learned over the past two years” with this blogging experience. But, on second thought … I’ve decided I won’t bore you! All I’ve had to say and share and most of what I’ve learned can be found in the “categories” cloud in the right-hand column or you might want to check out the “top five faves” posts listed there.

This doesn’t necessarily mean I’ve left the social media realm and I’m sure to continue bookmarking my favorite blog posts and online news at del.icio.us; you’ll probably also see me around the ’sphere commenting from time to time on favorite blogs, or see me sharing links to posts and videos and news and events on Facebook or via Twitter.

So, I guess it’s not a real Adiós at all. Which is good, because I’ve always preferred ¡Hasta la vista!

See ya ’round …

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