Indulge me if you will.

I’d like to invite you to a party. Probably a very dull dinner party. And three of the guests correspond to three different approaches to business communications.

Can you guess who they are?

Guest ONE. The shy one. In the corner. Doesn’t like to talk much. Doesn’t add to the conversation.

Guest TWO. This guy has lots to say for himself. In fact he’s more than happy to talk over other people the minute he thinks of something to say. He wants as many people as possible to know about him – even if they are not especially interested in what he has to say.

Guest THREE. This guy contributes to the conversation intelligently. He listens to others in the group. And responds with well-intended relevant timely responses and interjections. He follows the flow of the conversation and will even take part in asides with various groups of guests where he addresses their own particular interests in an informed and knowledgeable fashion

So who are these mystery guests?

Guest ONE is ‘Mr Don’t-do-PR’ if we notice him at all we probably conclude he’s dull an uninteresting.

Guest TWO? Well he is ‘Mr Old-style-PR’. The perception is that he likes the sound of his own voice. Some will find him entertaining but a proportion won’t like his style and find him – well – over bearing. It won’t stop him churning out more information about himself though.

Guest THREE is our charismatic charmer. People love the way he responds and reacts intelligently whilst setting his own fascinating agendas along the way. He doesn’t talk all the time – but when he does he talks to people who are interested and makes sure it’s worth listening too.

His name?

Mr ‘PR 2.0′

But does this clumsy analogy hold true?