I also called out a few of the revolutionary changes in our business, many influenced by advancements in technology. For example, how we write with SEO and SEM in mind. The entrée of real analytics to how we measure results vs. the THUD factor days of old. And even how the Rolodex is being replaced by services that peg story ideas to specific journalists and bloggers. For example, HARO, PRManna.com, Reporter's Source and PitchRate, among others.
Remember the Rolodex? Ever have one on your desk?
They still exists, of course, but they mostly reside in Gmail, Linkedin, Twitter, etc., these days.
For a PR pro, the size of their over-stuffed Rolodex used to be a badge of success. It communicated to colleagues, competitors, clients and prospects that they were connected. And their vast connections meant they could open doors and close deals.
Instead of asking "who do you know?," clients and prospects should be asking their PR and social media agencies about their process for researching and developing clients' stories; their process for creating memorable, diversified content based on strategy and messages; and their process for engaging their audiences in a conversation.