"PR is (should be) the business of making the case to the public on behalf of a client. Exclusively! Period. And the disappearance of the skill of writing in our business is inextricably related to the loss of the ability to do just that. By default, this is absolutely why today the business endorses "the conversation." It's because the business has lost the ability to make a convincing, meaningful and memorable presentation. If you cannot do formal, endorse casual.
The danger is that today, rather than making a case that is held up to independent standard, we manipulate, influence and instigate the collective mob. Forget the facts; forget law; forget consequence. Picasso uses too much blue; let's hang 'em!
The more I watch the television, the more I am subjected to dull mis-guided commercials. In a world were cable and Facebook (or any other entity) can easily narrow down their audiences and present something that I could be truely interested in. Let's just say for a moment that Google doesn't exist. Even in that instance, companies could still send me a message. So many commercials and campaigns are just NOT funny anymore. I feel that this has circled around to the web as well. I've never pretended to be a journalism major, or a copywriter, but that doesn't mean everything that goes out of the door and into other peoples houses needs to be over-simplified like a bad furniture store or car commercial with no budget so they did it themselves. I almost want to just recommend if you can't do it right the first time, don't do it at all.