If somebody mentioned 'Webby' to me a year ago, I would have immediately thought of a fantastic bakery on Ventura Boulevard in Studio City (outside LA proper) which made the most incredible Chocolate Cheesecake one could imagine. This week, I got my taste of the other Webby -- the leading international award honoring excellence on the Internet -- everything from websites, interactive advertising, online film and video and mobile site last Tuesday night at the Cipriani Wall Street.

I found myself entertained, informed and pretty darn close to having a revelation about where the PR industry and communications in general have come and are going into the future. I was also ashamed to admit that this tenth annual event was a first for me!

And the people in attendance! One of our Digital Studio staff members rushed up to tell me that she had just shaken hands with "Will.i.am" and how cool that was! Will Iam? I thought, "Gee, what's the founder of the pet food products company doing here? Maybe he wrote a blog to dog owners on nutrition and that was being honored! WRONG!

The majority of attendees were young enough to be my children but hip enough to fit into any crowd and hold their own intellectually. There were a few of us in attendance from the Baby Boomer generation (and we stood out like Don Johnson at a Twisted Sisters concert) wide-eyed and amazed at seeing how much in the dark we really were about current communications. But that's when I suddenly started thinking about one of the biggest challenges facing PR agencies and sr. execs right now that will impact the industry's future.

Getting senior managers, who have been in the business for over ten years to become fully acquainted with the newest Web 2.0-based tools, strategies, and solutions required to drive and/or assist us to handle public relations issues now and in the coming years.

After experiencing the Int'l Academy of Digital Arts and Sciences' Webby fest, I'd say the key to this challenge is more psychological than anything else---altering the mindset and attitudes of PR "vets" so that they are fully aware of and open to ideas and techniques to reach target audiences through innovative Internet approaches. Making the challenge a challenge and not a chore--that's what I'm talking about! Learning by not only exposing oneself to ideas of the young and bright, but actually becoming a part of the milieu, can add years to our business and personal lives.

This also requires smart hiring of X and Y-generation staff, who must be predisposed to joining in a collaborative process working with the uninitiated senior manager whose knowledge of all things digital is maybe only at Level One. "Teaching" without condescension can add years to their business and personal lives too!

Only if senior mangers realize the benefits of incorporating Web technology and current methodology into their agency's new business initiatives will they be comfortable enough and receptive enough to work with the younger "screen junkie"generations to "sell-in" program tactics based on online strategies to current and new clients.