Christine Perkett, of PerkettPR, provides a helpful description of the role of PR executives in the age of social media. No, they're not irrelevant, far from it.
[PR] "is going back to people and relationships," Perkett notes. "Successful PR executives know how to build and maintain quality relationships -- today, social media is a core part of making that happen."
A mistaken perception exists that social media has reduced us to being at our keyboards and monitors instead of connecting with people. This is not true. The aim of social media is connection -- effective, rewarding connections with real people.
"PR professionals who are good at what they do," Perkett writes, "still have a special knack for understanding psychologies of effective messaging and relationship building, the intricacies of good timing and the difference between effective promotion and positioning and outright spamming. If the marketing activity on Twitter is any indicator, Good PR is certainly still needed."
That's what its about. Perkett has more to say in her post. Give it a read.