Borkowski's flair, grabbing the online PR agenda and a Wired future for print media

Mark Borkowski's presentation at yesterday's Don't Panic Guide to Social Media event in London was exactly what the PR industry needs - an intoxicating mix of passion and showmanship.
However, the real power in Mark's gig was his message: let's embrace digital media and use it to push PR firmly to the top of the marketing agenda. Then we can all stand by and watch advertising take second place.
The rest of the day was a valuable mix of case studies, opinions and how-tos - there is clearly a great deal of good thinking going on in online PR. But I was suprised how little was made of the fall from grace of traditional media as a reason to focus on digital.
The copper from West Midlands Police, Mark Payne, made up for this by a giving one of the reasons for the force's ground-breeaking foray into online video (PCTV), podcasting (Plodcast) and other social media activities as the 'decline in local newspapers'. It's a powerful reason for a public sector organisation that has a mandate to connect with stakeholders and previously relied on regional media.
Which brings me on to this week's (re)launch of the UK edition of Wired. A print publication all about how new technology affects us? That's a contradiction, surely? Or is it. I think Wired may be a model of the future of print media. Elegant design, quality print production, outstanding photgraphy and copy that takes an analytical look at issues already discussed online.