Replacing Email: A TechCrunch Challenge

Michael Arrington has 2,433 unread emails and sees an opportunity for "something significantly more revolutionary than fixing email. Like a new way of communicating entirely." My crack at the challenge -- a multi-directional RSS reader/publisher that enables trackback-like comments, keyword tagging, social media posting, and privacy settings galore -- is comment number 95. The problem for PR pros is real: How do you craft messages that cut through the clutter and engage the recipient? Writing clear, concise and compelling messages is just the start. Learning the tools reporters, editors, analysts and influencers use outside of email and phones is critical -- as is building your own reputation, and that of your company, within the communities important to you and your clients. All of this may be common sense, but none of it is easy. Public relations these days is a lot more public and requires a lot more relating than ever before.