Adapt or die: A lesson for law firm PR

Public relations dean Richard Edelman has the best statement I’ve ever read on how the PR business must adapt in order to survive and thrive in the new media environment. A key quote:

“[W]e need to amend our work product, to get away from message triangles, hyped up press releases and controlling access to our clients. We should move toward conversations, a full set of facts (positive and negative) about products or companies, and open discussion.”

Too many so-called PR professionals don’t get it, and those who represent law firms are among the most guilty.