Every week, there seems to be another new refinement and you could spend all week just keeping up with them.

Most PRs and their clients question the value of blogging, twittering, linked.in etc. Sure they’re good for networking and another outlet for telling a story, but how much business do they retain or generate? Not a lot seems to be the consensus. Emperor’s new clothes springs to mind.

I think most in the industry want to take their time to get to grips with developments, assess them, then adopt them if they see a value.

Clearly, they don’t see that value at the moment. In terms of the media, I don’t know how many journalists tweet, but I do know that most are far too busy to check out the Twitter page, FB page and blog listed on every release they receive – or even every one that interests them. As for audio/visual content, blimey, many business and news desks still struggle to receive pic attachments!

I am not a Luddite – I was one of the first PRs to email media submissions to journalists (and boy, did they kick and scream about that) and persuade clients to forsake classified ads for e-shots and websites, but enough already! Things are moving too quickly.

So my message is SLOW DOWN, engage and convince. Convert people by proving the value of new routes, rather than insisting that they must use them just because they are there!

Thank you for listening.