Online Public Relations Thoughts

After decades of preaching the need for technology in PR, I've concluded that it is an impossible mission. PR is a big tent that includes technophobes and technophiliacs, a minority. Technophobes use technology when they must, but they don't investigate it nor learn how to adapt it to broader uses. Technophiliacs seek new software and hardware and can fall into using technology for technology's sake rather than advancing client service. This essay discusses both and what you should do as a practitioner. At least one of my colleagues disagrees with its conclusions. I am eager to read your comments.

This is the 83rd essay posted to online-pr.com