For this episode of the Duct Tape Marketing Podcast I asked Brian Solis, Principal of FutureWorks and co-author of Putting the Public Back in Public Relations, about the future of the PR industry as we know it. There’s plenty of doom and gloom surrounding the practice of public relations in the social web world, but Solis suggests, and I totally agree, that there’s a tremendous opportunity if firms and departments understand how to evolve and grab it. The new PR agency and department must embrace the social web as an umbrella that links HR, Interactive, Marketing, Management and Finance.