Opinion: We need a 'new-school PR' not more media relations

Your feature (Who owns social media?, PRWeek, 4 February) is highly welcome but addresses just one part of a changing landscape of PR.

We are witnessing both a revolution in new opportunities in technology and an urgent need to do things differently as a result of the downturn. There needs to be an intelligent rebundling of what constitutes PR and its relationship with other comms disciplines.

The question is not 'who owns social media?' but recognition that we need a 'new-school PR', as opposed to the old-school model dominated by media relations to an increasingly marginalised channel of comms.

Andy Green, PR consultant

prweekletters@haymarket.com

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