The big shift towards non-linearity in communication presents a lifetime opportunity for the Indian PR industry

Listening to the various presentations made at the recent ICCO Global Summit and also while perusing recent media reports about separate tracking service for blogs launched by a global leader in PR, one key insight stuck me. The process of communication the way the PR industry has looked at for the past many decades is undergoing and will undergo a rapid shift in the days, months and years to come.