While Americans once may have sat passively in front of the TV or radio waiting for the latest message from our sponsor, the interactivity of the Web has created a great conversation -- and public relations firms are trying to discover how to get a word in edgewise.

"Our challenge is where do we put our client in this mix," said Andrew M. Nibley, chairman and chief executive officer of Marsteller, the advertising, interactive, event management and production unit of Burson-Marsteller.

It's one tech problem that can't be left to the in-house geeks.

Like most public relations agencies, Burson-Marsteller has experts in digital media. They've set up Web sites, created blogs and monitored discussions on the Internet that may affect a client's reputation.

Yet the firm decided to require even the people who don't know the difference between a jpeg and a pdf to step back and ponder the possibilities. Last week, it began putting hundreds of U.S. staffers in offices from Los Angeles to New York through digital boot camp. In Pittsburgh, where the local office employs about 20, the exercise was held last week.

They covered everything from blogs and podcasts to RSS (Really Simple Syndication) and social media press releases (a name for releases with links to make it easy to find photos, a quick quote or perhaps a short film).

They also heard about wikis, which Wikipedia defines as a Web site that allows visitors to easily add, remove and edit the content. Companies are finding these useful for internal communications on projects, especially since they don't require expensive new software.

The firm wants a broad swath of its people to understand such things well to enough to be able to help clients consider when to use them -- and how not to misuse them. Just last year, a major public relations firm took a lot of heat for not disclosing its role in a blog about camping in Wal-Mart parking lots.

Ignoring online developments can turn into mal-pr practice. A scary story saved for late-night agency campfires might be that of the lock manufacturer that didn't realize fast enough that a blogger's post about a potential product flaw was crushing sales.

And what do you say when a client wants to enter the cutting-edge Second Life, a three-dimensional virtual world? Although some businesses have set up virtual stores, clients should be aware there is a lot of adult-oriented content there as well, Mr. Nibley said.

In a breakout exercise to practice the theories being preached, one Pittsburgh group was given an hour to find ways to use digital tools to create buzz about ultraviolet-blocking lenses made by Transitions Optical Inc.

Their ideas included getting involved with a blog by a doctor discussing eye health; making a short film to show the impact UV has over time on an eye ("Sounds like YouTube," chimed in one participant); and somehow linking the product with concerns over global warming issues and the increase of harmful rays.

They didn't even get around to figuring out how to use a tidbit on photochromic lenses helping reduce jet lag. Imagine if they could figure out a way to get travelers discussing that.

It's not that public relation types live in caves. They already use the latest technologies to stay in touch with friends and watch Diet Coke react explosively to Mentos.

"People understand what [the technologies] mean from a personal level but they don't understand where they apply to business," said Tom Dowling, managing director of the Pittsburgh office of Burson-Marsteller.

And it can be hard to keep up with next new thing. Cool tools appear at an overwhelming pace. Mobile marketing. Video blogs. Social networks.

In the end, Mr. Nibley reminded his boot camp participants, the point is not to get caught up in the latest, greatest technology. Public relations is about trying to get the client's view out there in a credible way and that hasn't changed. "What we're selling is a big strategic vision, not individual products."