Over at LinkedIn, I have a piece that makes the following claim: "PR Professionals Who Base Their Value Solely on Staying Between an Audience and a Company/Client Will Eventually Lose Both."
If PR on the social web has taught us anything, is that people crave access. Sure, you get some traction by, say, sending free product and such, but those tactics (when used on their own) are a form of cheap currency — they devalue a company’s social capital over time. (Like economist Milton Friedman said about inflation, it’s like alcoholism in that you get the good effects first.) Almost anyone will take almost any product if given out for free. Yes, even if you’re giving away a supply of particularly well-crafted exotic booze, you haven’t really forged a relationship but merely a series of transactions.