Every now and then, I have one of those days and frustration is at the center of it. Often, that frustration is due to the pace of change in the communications industry.

“But wait,” you say, “the Internet is moving so fast that we can barely keep up! For goodness sakes, we’re on Web X.0 now!”

Somewhere, someone has moved on to that. Amongst mainstream organizations (and particularly in healthcare), however, we’re still nibbling at the edges of the Web, social media, etc. We’re using some of the tools, but few have really embraced the changes that underlie this.

I am usually unable to express my frustrations with this coherently. I can’t get across why this driving me up the wall… why this matters so much.

Brian Solis has put out the best execution of the rant that I’ve always wanted to pull together in his post The State of PR, Marketing, and Communications: You are the Future. It’s a true rant and painfully long as a blog post, but it’s well worth reading. The focus is slanted a tad toward the PR side of the house, but the lessons here are good ones for us to take to heart.