Paul Conley's advice is addressed to reporters and editors, but it applies equally well to public relations professionals:

If you're a reporter or editor who bemoans the loss of the past and resents the future, here's what you need to know:

—your publication can't survive in print alone, and nor can you.

—your publication is becoming a multimedia operation, and you best become a multimedia operator.

—you can not transplant much of what you believe is good about your work in print (story structure, writing style, story length) to an online environment. Having worked in print does not make you an expert in online.

—the people you work with and for are growing less patient with you, your lack of new media skills, your glamorized vision of print, your lack of enthusiasm for new products and new storytelling techniques, your stubborn personality and your delusional belief in the value of your outdated skills.