I'm catching up on some long overdue industry reading, and just came across this fantastic column in PR News, which provides a nice summary of why the PR industry needs to stop partying like it's 1999 and embrace the new rules of engagement. Here's a taste: "If you are still dwelling on the fear that your brand will be demolished by the rules-don't-apply style of modern communications, then you've missed the point entirely. You can't change the inevitable effect of digital platforms on your business; you can, however, take comfort in the fact that online communications is self-correcting. If there is no truth in something, it usually fades. The best safeguard is a strong reputation, and that doesn't always come from following the anachronistic rules of conduct." I'm formulating a longer post on the topic, but I definitely think there's a social media divide of sorts, which is separating the companies that have grasped how to communicate in the digital age from those that haven't. As a communicator who works with clients on both ends of the spectrum, it's fascinating  - and a little disconcerting - to observe the gap between the two sides. More on this later. In the meantime, for further reading: For PR Pros, Are Rules Made to Be Broken?