It’s no great secret that the social web is impacting the PR industry. You’d have had to have lived on the moon not to know that (although I suspect that given astronauts can now tweet from the International Space Station, even the moon may not be far enough to escape news and trends from planet Earth). But I think there’s more to it than simply evolving skill sets or the changing tools of the job. The decline of newspapers and the way that news now spreads online within minutes of an event occurring means that PR’s entire raison d’etre is altering.
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