Sooner or later, you're gonna need to talk to people.

Kevin O'Keefe's "What's the role of PR in promoting your law blog to traditional media?" at Real Lawyers Have Blogs. Web 2.0 is great. You can publish your work on a blog, push it out to the world via Twitter, share it with your friends and connections on Facebook and LinkedIn and JD Supra. But sooner or later, you're going to have to develop real relationships with people if you want all those efforts to lead to something, like reputation or revenue. O'Keefe's post about PR in a Web 2.0 world reminds us that the real value of social media isn't the push of media, but the engagement of social.