Well yes and no. [Good] PR has always been about understanding human perception/biases not “emotional IQ” or “social media savvy” [bad PR]. The medium in this case – “Social” Media, is just another way to leverage and understand innate human traits/bias. Although there is some evidence that illustrate some biases are dynamic/changeable, largely people are not interacting much different now from the digital realm than real life. i.e. human behavior and cultural patterns/perceptions and need for expression creates the digital or social media instance – not the other way around. In other words Bernays would be just as effective now as he was then. The medium to the method is mostly arbitrary to said human behavior/bias needed to be leveraged.
IS SOCIAL MEDIA CHANGING EVERYTHING?
Published by Chandler T Wilson
Do to fundamental market shifts; organizations now find themselves operating within increased volatility, uncertainty, complexity, and ambiguity (VUCA). As a result, there are fewer markets with unknown opportunities and places to hide during market turbulence. Business, both big and small, will need to shift their thinking on what work, strategy, and creativity are. The majority of processes deployed at organizations are superficial and lead to a marginal compared, if any, competitive advantage, or built on assumptions that are no longer relevant or accurate. At Walmart, I work on machine intelligence to optimize corporate strategy and business processes for the VUCA age. By analyzing market trends and strategic frameworks with machine intelligence and algorithms, I've come to the conclusion that competitive advantage lay in the embrace of complexity, faster information to action times, and the unorthodox, as well as being agnostic to how an entity makes money or reacts to markets - especially for asset-rich businesses. This site is meant to house some of my research and thinking in the above areas. The views and comments expressed here are my own and do not represent companies I have worked for or with. View all posts by Chandler T Wilson
Published
Machine Lens 
WHAT !!!!!!!!!!!
I don’t understand 1 word.