Interesting post by Allan Bisset on Fresh Egg. In a nutshell, he makes the point that while social media channels are increasingly important for PR campaigns, they don’t change the fundamental principles of public relations.

Irrespective of which platforms or services dominate the social media arena, online conversations will continue to happen, people will keep sharing information and businesses will do their level best to wring competitive advantage out of being part of that process. In the end it doesn’t really matter whether services such as Twitter stay the course or fizzle out, because what’s important is that when conversation happens, you’re waiting, listening and ready to contribute wherever and whenever it’s appropriate.