I guess the PR scenario has become more complex with the popularization of social channels, social intent and social influence tools. Also, the fragmentation of

I guess the PR scenario has become more complex with the popularization of social channels, social intent and social influence tools. Also, the fragmentation of communications means the PR manager needs to keep track of more campaigns, people. Indeed, not easy to do if you want to do it well. Just think about the recent PR scandals: AirBnB, the Path contacts-gate, etc. It's very easy to deal with promotion (proactive PR) but very hard to deal with mishaps (reactive measures).