Many people in PR still don't have a Facebook or Twitter handle, so how can they properly advise clients on a social media strategy?
While it is true that the 'Facebook generation' have more experience of social media tools, they need experienced colleagues to understand how these could be integrated into the traditional media mix.
The key thing to remember is that social media are simply alternative communication channels. They don't change the basic principles: if the content isn't interesting, then no matter what method you use to deliver it, the audience simply won't engage.
Jo Jamieson, director, Berkeley PR
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