great post. i don't understand why so many are calling for the death of traditional pr at the hands of social media. at its core, social media should help extend the role of pr through expanding relationships and a greater diversity of ways to tell compelling sotries. the scobles, rubels and pulvers of the world are not good for the long-term conversation around how we can best use these new tools not die at their hands - that's a pretty bleak, self-serving view they offer up. radio didn't kill the newspaper, tv didn't kill radio and social media will not reign supreme while everything else withers on the vine.  

Thanks - of course, it was when I hit post I thought "pleh, I need a notebook for the shower" as I was thinking of putting in the points you bring up here.

It's about verticals, it's about communities, it's about smart targets.