Indeed I agree that statements like the following miss the mark:

“In the new world of social media, P.R. people must know hundreds of writers, bloggers and Twitter users instead of having six top reporters on speed dial.”

Would have been fine had the term “addition to” been employed rather than “instead of”. As journalism undergoes an extreme makeover, I find it critical to highlight the transitionary process in holistic terms and not readily drop the “out with old and in with the new” adage. This article alludes nicely to this insight.

Where mainstream publications really a monopoly? Perhaps in their share of advertising space. Iowever, I actually got the sense that the competitive landscape for papers was a little too healthy for long-term sustainability. In effect, the internet has become an equalizer, rendering multiple newaspaper sources redundant by its sheer ubiquitous nature.

Nevertheless PR-echnology appears to be on track, with its message on community building and engagement, particularly as it speaks to SMB and their efforts to leverage social media.