Bizarrely he asks "can blogging really become a powerful medium?". I'm not sure what to quote first... but there's plenty of sound evidence to suggest or even confirm that blogging already is a powerful medium.
His review is like reading one of those 'On this day...' columns in newspapers where historic pages are re-visited to unveil what great truths hindsight bestows on us. If nothing else the review displays a mind that worringly appears to be working well behind the cutting edge of PR.
Try this excerpt for size:
"It's really the sense of most blogs being first jottings and half thought through that bothers me. I value the language of Shakespeare, Samual Beckett and Hemingway too much to see its daily massacre. 'Blogs' seem in many cases to spring straight from a semi-engaged brain onto the page ... saddies and surfers read most of them."
Apart from some poor syntax that I have omitted and the fact that Beckett's language was predominently French rather than English, this smacks of sad, reactionary thinking. It certainly surprises me that it comes from the DG of UK's PR trade body.
I am not sad and certainly not a surfer... but so what? Even if saddies and surfers were the only socio-economic group to read blogs they're still a potential market or target audience for someone.
Colin concludes by asserting:
"At any rate I predict in the United Kingdom: either a civilised reaction against the alleged [sic] power of the 'blog', which is what I would like to see, or the production of incredibly high-quality, thoughtful and innovative blogs that will prove me wrong. These would be of the quality being pioneered by CIPR president Tony Bradley ... Down with bad blogging!"
If Colin has his way and the UK undergoes a 'civilised reaction' against blogging, where would that leave us in relation to the rest of the world? The US is already way ahead of the UK in blog terms, and France's bloggers are pretty powerful too (remember November's civil unrest caused by the 'alleged' power of blogs?). This would be bad news for business and, I would argue, democracy.
Of course, I could be falling into a trap set by Colin and give him the pleasure of unleashing my "half thought through' opinions with a "semi-engaged brain". Alternatively I could be challenging the staid and reactionary views of the UK PR trade's establishment body.
Am I off the CIPR Christmas card list yet?