I've been enjoying the LIFT08 conference, the confluence of technology and culture is intoxicating and there is a sense of community here that many conferences fail to achieve.
But I've been wondering what the real relevance is to the PR industry, the sector my company serves. Then it dawned on me.
LIFT08 is a great example of well digital media works. People are blogging and twittering. You can't go anywhere without tripping over someone with a camera - from camera phones to full-broadcast video. My friend was actually video blogging using a webcam on his laptop, almost in real time. This output is generated by the organisers, traditional media companies and delegates - the full range of today's media landscape.
I'm inclined to think that anyone working in PR who didn't yet 'get' the importance of digital (and social) media would surely change their outlook if they experienced LIFT.