Steve Rubel blogs about PR pros ignoring blogs and other online tools as media monitoring.

I commented to Steve that in many of the seminars I do on blogging it is the audience's first true look at the medium. (Yes I am aware that my session would be attended by those wanting to learn about blogs and not interest seasoned pros, thus skewing the perspective a bit)

The audience really takes notice when I show them Feedster, Technorati or Bloglines.

The comments I get aftewards are usually.. "I went back to the office and looked up my company on Feedster."

Welcome to the new world.