Earlier this year, I suggested that PR students wanting to get involved in the online world should avoid starting a PR-focused blog. Now, I'm going to suggest that we all stop even reading PR blogs. They aren't that representative of the real worldthe wilds of the internet.
Rather than focusing on how this tightly knit community (I believe David Jones referred to it as a "circle-jerk" on Inside PR) does things and communicates, why not spend that time getting more involved in understanding the way actual people use the internet?
Learn how your clients' audiences look for things online. Learn about what they're interested in. Become passionate about what they are passionate about, or at least try and understand their passion.
I'm willing to bet that most of you don't spend your evenings re-reading your old PR textbooks (nor do you buy the latest version every year), but that you probably do browse your region's daily newspapers on a regular basis.
Do you have any idea how few people care about RSS feeds? How many of your friends (outside of those involved in the communications industry) actually care about Twitter or even understand what it does?
Forget case studies. Forget best practices. When is the last time you did something truly new and interesting?