Content summary: FIR Live #12 posted; IABC seeks sponsor for conference podcasting; Shel doing Gold Quill Blue Ribbon panel; Dan York reports from the town dump on the state of the news media, and more; the Media Monitoring Minute with CustomScoop; discussion on PR: it might be dead, says Robert Scoble, and it’s not appropriate for social media, says Joseph Jaffe; News That Fits: Pepsi’s social media play at South by South West, social networks perhaps not so welcome in…

Content Summary: Wide-ranging discussion with suggestions, tips and advice on how to be effective in your role as a communicator when you are the sole person (sometimes literally so) responsible for the full scope of organizational communication that might include PR, advertising, marketing, employee communication, financial communication, and more. Discussion participants were FIR co-hosts Neville Hobson and Shel Holtz, together with listeners who called in to the live show with commentary on their experiences and with advice (thanks especially to…