PROs worldwide are all very lucky right now; we are living through times when technology has meant that the media, and many commercial and public sector organisations, have a sometimes insatiable appetite for content. What we all hope will happen is that PR will thrive, or at least survive until the recession stops us from really enjoying ourselves, so that public relations can then enjoy some treasure trove years as the provider of content for all things digital. That said, some in house and agency PROs I have spoken to recently have emphasized the need for any digital work to fit into the strategy of the wider communications plan. A couple of agency PROs believed that for some clients, the need to do something digital, anything digital can lead to a lack of co-ordination in the communications. For example, a Twitter campaign, it could be argued, isn’t much cop if the target audience doesn’t have access to the web for the majority of the day. So digital yes, but make sure it’s part of the wider comms strategy and not just digital for digital’s sake. The danger is of course, that PR doesn’t step up to the plate sufficiently, or that the other elements of the marcomms mix do a better job, and as a result, PR lets the opportunity slip.