Social Media Tag

Tools Change. Not the Job…

“Men have become the tools of their tools.”
Henry David Thoreau

The debate about what PR is and should do in the brave new world of social networks makes no sense. I do not buy into the concept that there is a PR 2.0. The tools have changed. The job has not.

Too much of what I read is about how everything has changed. Really? Isn’t an organization’s progress toward its goals still one of the few reasons any resources should be committed to anything? It should be.