More than twenty years ago, I took my first ( and only) 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 PR. Right now, there is a mad rush to embrace social media and on-line PR. But good PR transcends the medium, and is built the premise of delivering messages to a specific target audience.
While I love “new media” it is not right for every application. To be effective, do your homework and create a well thought out PR plan which considers target, message and medium. Without a solid plan, no technology can save you.