In a recent post on Blast Media the author asserts that good PR transcends any one medium, and is built based on the client’s target customers.  I completely agree.  While I love “new media” it is not right for every application.

As I read the post, it reminded me of my first computer programing class. We spent weeks documenting manual systems. Why? Because my professor believed you could not fix bad processes by automating them, you just made the problem worse.

I think the same is true for every on-line opportunity. If you do your homework, and have a well thought out plan it will be effective on and off line, with out that, no technology can save you.