In public relations, we've traditionally focused our time and talents on talking: delivering messages through traditional media channels and by direct means.

Talking has been a key component of our craft for centuries.

But in the future, it’s clear PR practitioners must continue sharpening another skill set: the ability to listen.

I don't for a minute suggest that communications pros aren't good listeners. On the contrary, the communications function largely serves as the listening post for most organizations. Most of us pay close attention to what's being said about our companies and the clients we represent in the press and mainstream channels.

I’m simply suggesting that, in the next 50 years, we'll need to listen not only to those with the loudest voices and those with the largest followings… but we'll also need to improve the way we listen to individuals. We must become more active facilitators of dialogue.

The influence of the individual continues to grow. Want proof? Look no farther than consumer generated media such as blogs.

Just this week, David Sifry of CGM search engine Technorati issued an update on the current state of the blogosphere. And his findings clearly illustrate the growing importance of the individual's voice.

More than 50 million blogs now exist, and since 2002, the blogosphere has doubled in size every 6 months. 175,000 blogs are created every day (that's 2 new blogs each second).

And while the growth of new blog channels may eventually cool, studies suggest consumers are using their self-built communications tools to publish thoughts more frequently. The total volume of new blog posts continues to climb -- now to 1.6+ million new entries each day.

The clear implication for PR pros and the brands we represent is that the individual voice must be recognized, and relationships with unique customers and loyalists need to be cultivated more closely than every before.

Today, individuals expect and demand the companies they do business with to listen.

Earlier this year, a nine year old student in California wrote a letter to Apple Computer Chairman Steve Jobs with some recommendations for improving the company's venerable iPod.

Instead of an appreciative note back from Jobs or his staff, she received a letter from Apple's Law Department insisting that she not send "suggestions" to the company, telling her she can read the company's legal and privacy policies online if wanted to find out why.

Is this any way to build loyalty and relationships?

(Later, after local media picked up on this story, Apple reportedly changed its policies on responding to correspondence from consumers -- particularly children.)

As the cacophony of voices grows louder and louder, organizations need to pay close attention to what's being said, and look for opportunities to join and nourish the conversation.

Who knows – if we keep working at it, 50 years from now we might all be more skilled listeners. At least that's what my wife keeps hoping for.