Apart from perhaps a handful of people in Silicon Valley, and potentially Stuart Bruce's new social media-focused agency, there are not a lot of companies that can honestly say they know exactly what they are doing across all social media. Want a Facebook page? Want a blog? No? What then?
PR is now in an age of experimentation. If an agency tells you that it has cracked it, walk away. Claiming to have a handful of social media experts is about as smart and modern as saying you have a couple of guys who know how to do features. New media channels should be general knowledge to all PROs, not count as a specialist area.
Gareth Davies, director, Custard PR.
