This post is the first in a new series debuting on Bateman Banter called: “The New J-School”, a semi-regular examination of the evolving nature of journalism in today’s digital age.

In 2009, marketers, PR professionals, industry analysts, media and bloggers have debated ad nauseum over whether or not engaging in sponsored online conversations represents a legitimate, ethical form of new media marketing. The latest general consensus is yes, it’s legit, if managed the right way. But who’s most qualified to be managing your sponsored conversations? PR or advertising? Bill Bourdon makes the case for PR on Bateman Banter.