Keeping up with the light speed innovations populating cyberspace requires constant learning and updating of skills - that most of us got more than 20 years ago in a real-time world that was still excited about the development of the fax machine to replace telexes! With more acronyms and concepts than a Government strategy document, the Internet is making careers redundant. An industry that will face the greatest ethical challenges and credibility crisis is public relations. In the way that citizen journalism is challenging mainstream media, the next generation Internet, Web 2.0, has changed the rules forever for the communications professional. Some predict latest developments will kill off the PR industry, while others believe it's the best thing that has ever happened. Bizcommunity.com's international correspondent and resident online expert on the future of public relations, Sally Falkow, will be in South Africa next month to present sessions at the Web PR 2.0 seminars in Cape Town on 26 February; Durban 28 February; and Johannesburg 2 March. Quirk eMarketing is a sponsor and fellow presenter, and Bizcommunity.com is the media partner. Yours truly will be MC-ing this long-anticipated cutting-edge event for the South African PR industry, which will hopefully start the conversation in South Africa about the evolution of public relations in the Connected Economy. To book, click here. Enjoy! Louise Marsland, editor, editor@bizcommunity.com