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.