The question is, though, are their social media teams separate from their other teams? This is not only an issue for agencies, but also corporate groups. It’s way too easy for those who don’t have a particular interest in integrating social media into public relations to simply leave it for those who do. This can lead to a division of labor, rather than an integration of new practices. And, I think that’s where it becomes possible for those who belong to an agency or corporation that supposedly “gets it” to make the sort of screw-ups that these journalists are loving to highlight.

Many old dogs don’t want to learn new tricks – on both sides of the PR/Journalist equation. So, their usage of the new tools is going to be a bit bumpy.