I wrote in a post on PRmoment recently that traditional PR needs to go into Superman’s phone booth and come out wearing a new set of digital clothes. US Social Media author Shel Israel (Twitterville, Naked Conversations) speaking here in 2007 sets out his vision of what PR should look like in a social media world.

He calls for PR to ‘deprogramme’ itself, stop sending meaningless press releases and help their clients change their identikit, meaningless websites – amongst other interesting stuff.