Euroblog 2008

This last Thursday and Friday I attended and participated in the Euroblog 2008 event in Brussels organized by Euprera – the European PR Education and Research Association. The symposium was very much an academic event with a lot of academic speakers and attendees, and less practioners (at least that’s how I experienced it).

That wasn’t a surprise though, as the event was clearly set up to try and have the academia embrace the need to change. Still, sometimes, I felt like I didn’t belong there. Now I don’t mean anything bad with this, there’s just a very clear gap between the way we all approach things. It made me think of trying/testing out the water in a swimming tool. If you’re a practioner like myself you will get ready for the pool, put your toe in to get an idea of the temperature, probably feel like it’s colder than you would have wanted it to be but you’ll get in the water anyway and start swimming. You’ll talk to other people in the pool, maybe about the water, or maybe about that new glide which you then try out as well. This is the way me (and other people) started their blog, signed up for Twitter, Friendfeed, etc etc. After the presentations from the academia, it became clear that they approach ‘the pool’ in a different way. They talk to people outside and next to the pool about the temperature of the water, use a whole bunch of metric equipment to test the water conditions, relate all that info to ideal human body conditions, etc etc (this still fully dressed of course) to work out a project trajectory to get into the water at some point in time.

And I know this analogy is a bit black&white, but I think you get my point. On Friday I sat on a panel myself that was a mixture between academia and practitioners and there the difference was less visible (on the panel itself). The discussion itself with the panel and audience was pretty interesting to me as well. It highlighted once more some of the fears but also strengthened the idea that there aren’t enough case studies to go by.  At one point I feel this is just another ‘reason’ to keep away of change as long as one can. But as you (might) know from an earlier post I do feel we have to reach out more to get more people embrace the need to change so maybe we should just see what we can do about it – there really is more than just Kryptonite you know ;)

Don’t get me wrong, I did like the event. Some discussions where pretty interesting, some presentations like the one’s of David Jennings and Martin Oetting where very enjoyable and it was very good meeting up with the Edelman Digital crew: Steve Rubel, Marshall Manson, Rick Murray, … but also David Weinberger or Neville Hobson, the latter whom I met in person for the first time after being in several online conversations before.

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