March’s managing partner Cheryl Gale explains how social media is changing the role of public relations, in her article, “A Whopping 93 Percent of Online Users Expect a Social Media Presence: PR Must Tap In — or Tap Out”.  You may view her article on BullDog Reporter or O’Dwyer Public Relations News (subscription required for full article)

…Goals are shifting from number of magazine article placements to number of Twitter re-tweets—and from TV ad time to YouTube video counts. The number of Twitter followers or Facebook connections someone has might even become more important than newspaper circulation or readership.

Cheryl provides great and useful advice about social media and tactics—a must read for PR practitioners and agencies.