We, the PR consultants, have in essence turned from consultants into decision-makers, because now decisions have to be made instantaneously. Just because of that one change, the PR business is totally different from what it used to be.

Maxim Behar

We can’t just say, “This pen is great, and consumers should buy it!” We ought to wrap up this message and create not only a convincing, but an interesting story around it. Here I am, improvising on the spot: A lady dropped her pen in the street, it was raining heavily, and a gentleman picked it up and said, “May I have your number?”

We in the PR industry now hold in our hands new tools for announcing news - and those tools are beyond exciting! These new tools are faster, more reliable, and - what probably matters most - they are interactive.

When it comes to social media, a PR professional needs to be literally all over the place and on top of everything. Public relations was never truly an elitist industry, and today it is less so than ever.

While the death of the press release could be construed as more symbolic, the death of the press conference has actually been even more evident and overwhelming for the PR industry in the social media revolution era.

While thousands of people had been aware that newspapers would go extinct, nobody had really imagined certain disturbing developments in the new media, and more specifically in social media.

Worst Decision is Better than no decision