Public relations is in trouble.
It has ignored the internet. Its chief spokespersons have failed to understand and communicate the true significance of the net. Clients, however, continue to pay the bills. Fortunately, for PR folks who want be effective in the information-rich internet age there are models, theories, and practical examples of how to put the internet to work for PR purposes. One only needs to look into the world of social activism which has outpaced and outmaneuvered corporate and institutional PR pros over the past decade.