There is a fundamental difference between an organisation’s Public Relations and that organisation’s public website.

The first is designed to control the conversation. It looks to create a monologue and shut down any public discourse.

The other is about creating a dialogue, a relationship with the user.

Have a look at websites that are controlled by the PR department. Most Corporate sites fit into this category. They are filled with pdfs and press releases.

It feels like a public relations bookshelf, and what a lonely, cold place that is.

Open organisations provide open systems to their content. Look at Amazon, Yahoo, Google, and note how their systems are actually open to the public.

They do not try to control the voice, but to try and be part of the conversation.