Think this way: if nothing else, self publishing and new technologies have created a rhetorical situation which compels us to speak — publicly — about PR as a profession and discipline.
This is our chance to make people understand that public relations is not about spamming journalists with pointless press releases, or about controlling the information, or…. [add your pet peeve here]. This is our opportunity to show that we have a role, one that goes beyond what has been traditionally assigned to us (from town crier or steward to traffic manager and conductor), and to (re)define it.
Let’s not waste this chance.