The end of PR and Marketing?

This came from Cincom, an aggregator I subscribe to. The blogger they point to argues that the best way to stand out in an environment that's flooded with noise is to make sure that your [more] noise is placed everywhere [read: social web]. 

While I agree that the PR + Marketing trades are ailing, I am confident that Msr. Kayser's approach is misguided. Just 'cause everyone else is doing it -- the lemming defense -- is a pretty weak strategy. See:

http://www.writingriffs.com/2009/02/10/the-end-of-marketing-and-pr/

It’s not PR.
It’s not marketing.
It’s not the end of PR and marketing.
It’s the evolution of business communications.
It’s a revolution in business communications.

Use the new media applications and capabilities to share great ideas, helpful information and insights to connect with and help your customers. Jump in. Test them. Experiment. Find which new media capabilities might be right for you and your business.

They  work … but only if you think anew, act anew, and disregard the stultifying and stiflingly destructive “Us Against Them” siloed business mentality.