The default position lately seems to be that social media is being grasped best by PR agencies, and a lot of PR agencies are winning social media business. As a former PR agency person who’s also worked in a social media shop, I’d agree that there are a lot of reasons that PR firms should win the social agency wars. But there are a lot of strikes against them too. Others have recently expounded on why social belongs in PR; I’m going to take the other side and outline where I feel PR is falling short and must catch up in order to win and deliver on integrated social media campaigns.
