The New York Times ad column today featured the Council of PR Firms' "soul-searching" amid changes in PR and its shift to become the "PR Council."

"The industry is facing a potential turning point. On one hand, shifts like the rising popularity of Facebook, Instagram, Twitter and other social-media platforms — along with the increasing demand among marketers for content created on behalf of brands — have given public relations practitioners renewed opportunities to present what they do to marketers as an effective alternative to traditional advertising.

On the other hand, the strong preference among users of social media for communications that are infused with qualities like authenticity and transparency — in other words, that are honest and spin-free — can create difficulties for an industry that wants to influence the directions of conversations and, ultimately, consumer behavior."

-- PR Group's Soul-Searching Leads to Shifts in Strategy, NY Times 10/22/2014