I think nearly every practitioner can agree that not only has it changed the profession it has helped more than hindered. But isn’t it always fun to be the devil’s advocate?
Yes, PR can no longer get away with blasting at an audience, but on the other hand, does it not just do this more in the digital world? Is there a pretence to two way communication that doesn’t exists in reality? Absolutely, you can complain on a Facebook page, yes, you can send messages, but how many times are there responses? Does every comment or tweet get an answer from an organisation?