Eastwikker Giovanni has a great piece on five new roles for PR in this Conversational Era. He finds humorous and accurate examples from history and contemporary times. One testimony to how enlightened some PR folk are becoming is that Giovanni names PR practitioners who are not from his own agency and who from time-to-time might compete directly with Eastwick.
Personally, I think Giovanni would fit into 2 or 3 of the categories he picks. I'd also add a 6th category--Connectors. It's something PR folk have always done but it works differently now. A lot differently.
