Got to be the PR Play of the Week. Surely this will be on everyone's highlight reel. Zócalo Group CEO Paul Rand made an unbelievable save here today.

As you are aware, we had a little controversy yesterday. One of the authors of the just released white paper by the Council of PR Firms, came out with a strong bias promoting a radical social-media agenda. The ref threw a flag. FOUL! But this was no minor faux pas by a junior. It was a terribly bad play by an industry authority that ultimately jeopardized everything. Most industry experts were ready to call the game.

But then Rand jumped in and in a demonstration of brute strength and athleticism pulled off a near miracle to save the day. Absolutely breathtaking!

Well, the good news is we are at least back to a fair and open discussion. We hope. The other key players on the team are, of course, the members of the Council who frankly have yet to show up.

Here, for those that weren't there, is Paul Rand.

Changing the Tire at 60 Miles per Hour
By Paul M. Rand
President/CEO of Zócalo Group

“How much influence will public relations wield as other marketing disciplines rethink their own mandates and retool themselves for the new world?”

That’s the basic question we outlined in the Council of PR Firms White Paper. It’s a valid question that has to be answered and addressed if the industry is going to thrive – or even survive – in the new era we’re living in.

The answer lies in between those who don’t think any change is necessary and those that think only a radical overhaul will do -- and there are a surprising number of people in both camps.

PR plays a big role in business today and is even a big business if and of itself. So, in essence, this issue is the equivalent of needing to change a tire while the car’s still going 60 mph. We can’t afford to slow down but we can’t afford not to change.

The White Paper doesn’t have all the answers. But many of us, including the Council, want to make sure that the questions are being asked and something is on paper that people can react to.

So, I’ll say it again. Read the paper. Pick the ideas apart. Agree or disagree.

What do you think about the ideas?