From our readers... but we need to get in on the act...

It's great to see so many PR agencies and consultants have embraced Twitter in order to raise their own profiles (News, 27 February), but it is far more important to explore how it can be used as a viable communications tool.

With any emerging social media platform, our job as PR professionals should be to evaluate its potential uses to see if it is worth using as a communications medium.

Twitter has the potential to be a powerful PR tool as a barometer for consumer opinion and to promote events to targeted audiences.

It is too early to tell if Twitter will pass the test of time, but at the moment, we should be embracing it while others are still exploring.

Joshua Van Raalte, MD, Brazil

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