“Pro-Ams” are amateurs who pursue their hobbies to professional standards. I first read about Pro-Ams in a FastCompany article that details the influence of pro-ams in everything from the popularization of rap music to the infiltration of Linux into the Windows world. The article’s author, Charles Leadbeater, along with co-author Paul Miller, has written a book on the subject, “The Pro-Am Revolution,” which costs money if you want the book but not a cent if you want to download a PDF of the text. The topic is relevant to the world of online communication where average citizens (amateurs) are invading the turf of the professionals (journalists and PR practitioners).