Toni Muzi Falconi mumbles about several interesting inputs collected while teaching at a social media training seminar organized by Ferpi - the Italian PR Association - in Rome and Milan, and while attending the Euroblog 2007 Symposium organized by Euprera in Ghent. He summarizes the process (which you should definitely read) with this sentence: are we leading to a radically different model of practice which involves much rethinking?

My answer is definitely yes. You can find some of my rants on the subject here, here and here. I will come back on the subject.