Marketing strategist Steve Rubel issues a call to action for public relations professionals to begin learning about the changed media landscape.

For all of the hype about blogs and citizens' media, the PR community still has a long way to go before we can say that we've learned the bare minimum to stay afloat in these new waters.

The good news is that interest in these subjects has skyrocketed. Attendance at industry events on blogging, podcasting, and RSS has been very strong this fall. The bad news is that we're stuck in the pen-and-paper stage. It's critical that the PR industry – particularly firms – start mobilizing and training its communicators to work hands-on in this new world. It's time for us to go the distance.

How many who are stuck in the pen-and-paper stage will end up going the distance? Perhaps Rubel should quote them Oliver Cromwell's injunction to the rump of the Long Parliament:

You have sat too long for any good you have been doing. Depart, I say, and let us have done with you.