Since traditional PR has always been a top-down enterprise—sending
press releases and building relationships and story pitches for relatively few
influential journalists—social media comes as a shock to some PR practitioners.
It completely up-ends the way PR is ‘done.’ Now, PR specialists must also think
from the bottom-up: getting their news and content to a greatly diversified and
considerable larger ‘audience’ in a totally new way—without the traditional gatekeeper.
