Well said. Great post by Curtis Hougland at Attention PR. This snippet nails it on the changing of the PR industry, with simple proof.

The press conference is becoming obsolete for two basic reasons. The media has become more distributed, fragmented. The news cycle has changed. The people that spread word-of-mouth often cannot or do not attend these events, and the news is invariably already being discussed by the time of the press conference.

Rachel Roy (client) proved this point through a one-hour Twitter press conference, which cost $1 (Dina on our team wanted a Poland Springs water), and effectively reached both top-down and bottom-up media.

It is time to change the tool set.