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Text 100, the first PR agency to establish a presence in Second Life, has done a masterful job explaining the virtual world's potential for public relations in a machinima video it has uploaded to YouTube.

The brief video covers everything from brand extensions and customer interaction with products to virtual meetings and presentations. I would hope anybody still doubting public relations' role in the immersive 3D world will get a better grasp after viewing this very well produced piece.

Hat tip to C.C. Chapman, who also points to an introductory SL video from NMC.

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Shel Holtz is principal of Holtz Communication + Technology which focuses on helping organizations apply online communication capabilities to their strategic organizational communications.

As a professional communicator, Shel also writes the blog a shel of my former self.