A few days ago I wrote about change, and how "social media, if done right, is first and foremost an exercise in change management."
I was speaking about changing how businesses operate and communicate, but if you look at PR in a more specific sense, it's about changing minds (and subsequently creating action).
Often, it's not the minds of customers and prospects that good PR practitioners need to start with -- in reality, a good PR practitioner concentrates on changing minds (and processes) inside the organization first. This can be a challenge, but is critical not only to ensure success, but in reality, given where PR is evolving, to make sure that PR practitioners remain relevant as the media landscape continues to shift.
Whose minds are YOU changing?