During my holiday this summer (2006) I have read Thomas Friedman's bestseller ‘The World is flat', which was a great experience. Actually this book is a ‘must-read' item for every professional in technology and especially for PR professionals working in an ICT environment. This book is good for the ict sector's image. And it contains many issues around ict these days in relationship to society. For consumers, business and politicians. That makes it very relevant for the PR practice in ict.

This book is an excellent overview of technology effects on the current global economy.

With ‘the world is flat' the writer means that distances have disappeared and the level playing field has levelled all over the world due to fibre infrastructure, workflow management software, wiki, search engines etc. Economies like India and China (especially since China joined the WTO in 1991) benefit a lot from this level playing field.

The ongoing outsourcing and offshoring of work to low-wages countries is also addressed as a benefit for all of us. The writer gives direction to the way western countries should develop next steps in their own economies: education, infrastructure and leadership.

He is very critical and against the Bush administration who actually exports fear instead of regaining its position as the moral leader of the world. Regained moral leadership could be achieved by taking the lead in the energy and environment debate by starting a program to reduce the share of oil in energy consumption dramatically. It is argued that the President of the United States should kick-off like John F. Kennedy did in the 60's when he stated that the US would have the first man on the moon within 10 years. The effect of that strategy on science and technology, and later on society was immense and gave the USA a leading role.

In short: I strongly recommend this book to every-one. It is a must-read for our technology practice at Hill & Knowlton in Amsterdam.