Online Public Relations Thoughts

This story is an example of why it is so difficult to bring any industry to a standard. The question is, "What's in it for me?" The answer has to be compelling to get anyone to move, and even if it is compelling, sometimes one can't people to change. There are several instances of inaction on standards occurring now. Take, for example, a consensus on measurement for online advertising. Or, take the high-density DVD disk war that has no end in sight and is holding back purchase of consumer products. Or, consider the now century-old effort to change America to the metric standard.

Think of the PR needed to effect a new standard. It would have to be multimedia, multi-message, multi-faceted communications in depth for years. Few are willing to take the challenge, so old ways continue until a time is reached, if ever, when there is no choice but to change. In the meantime, society lives with the inefficiency. It is maddening for rationalists.