One of the strongest tendencies among Danish companies at the moment are to fully integrate the effort on social media with the traditional PR efforts like for example press releases so that the tools complement each other in the best possible way.
By involving your customers as co-creators of your PR effort you increase the credibility of the overall effort. For example press releases on the basis of competitions or surveys made on Facebook or on the other hand press coverage of online campaigns that can increase user involvement and the number of valid members of your online network.
As a PR professional I welcome this development because it gives me the chance to work all the way around the relations of my clients and challenges my way of doing things. Essentially I believe that the PR agents that best handles this new reality will be the best advisors in the future