If "social media" PR types continue to focus on how to bring old tools into a new paradigm, they will continue to be beaten about the head and neck. Case in point is the social media press release, which has been discussed way too long for anyone outside of BigPR, which struggles to adapt to the changing means of "relating" among "people," formerly known as consumers.

The problem is the dual role of consumer (or user) and producer (or co-creator) that we find ourselves in, thanks to the Internet. Wait, it's not a problem at all. At least outside of BigPR--which has quickly become OldPR.