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.

Photo of Bob Ambrogi Bob Ambrogi

Bob is a lawyer, veteran legal journalist, and award-winning blogger and podcaster. In 2011, he was named to the inaugural Fastcase 50, honoring “the law’s smartest, most courageous innovators, techies, visionaries and leaders.” Earlier in his career, he was editor-in-chief of several legal publications, including The National Law Journal, and editorial director of ALM’s Litigation Services Division.