If you haven’t already done so, can I recommend you take ten minutes to read Paul Holmes’ “Manifesto for the 21st Century PR Firm”. [Paul’s blog is here].
This is a recommended read in terms of looking at how some of the changes taking place online may impact PR firms.
Very interesting stuff.
Our PR blog leader, Mr. Rubel has a similarly themed post, though while the message resonates, I can’t help feeling it’s a little simplified.
The reality (and the challenge) facing PR professionals today, both in-house and out-house, is understanding how we can support new outlets, techniques and channels while maintaining existing channels – which are still effective and important – and will be into the future.
That’s the really hard part.
I recommend both posts.
Murphy's Law 