An article just up on ZDNet covers a recent event about the social media / death of PR issue. It makes interesting reading, as anyone who works in PR knows social media is bringing change, and the event that the article covers includes a star slot from top industry analyst, Forrester's Jeremiah Owyang. Conclusion - social media exposes a weakness in PR.
During the panel, both [Susan] Etlinger and Owyang handed these issues to the audience on a silver platter. Specifcally, Owyang made the critical points that yes, PR is changing, and it’s more important now than ever that PR engage 1) beyond corporate communications 2) throughout the customer lifecycles and 3) with a new and improved skill set. And, most important, PR needs to fix its own reputation (Owyang expands on this in detail on his blog).