"You're not in charge of the conversations any more. Of course that's true, but a lot of people don't WANT it to be true, so they act like it's not." - PR theory has for a long-time been very linear. I send messages to you, you respond (hopefully), I take your comments on board. It has none of the fluidity and dynamism that makes real life communications so much fun and so productive. No wonder people are becoming resistant to traditional PR techniques. We need to free it up, get more relaxed. The importance of communication for most people, most of the time is the interaction itself not the content. We've lost that. We need to get it back.