Here’s a short video with Fraser Seitel, a giant American public relations, explaining the bedrock skill of public relations. The skill is rare in corporate communications, which gets bogged down by incomprehensible management speak or forgotten about among the hype surrounding the latest tool.

Seitel says: “Social media – I happen to be a great advocate: I love it. I think it’s terrific. It’s changed the way we do business. It’s a great instrument, but it’s an instrument. That’s all it is. It’s a tool.

“The warp and woof of public relations is still: ‘I’m a professional communicator. You hire me because I’m a better writer than you are.’ Therefore, the fundamental bedrock skill of this field still – no matter [if you’re limited to] 140 characters or whatever – is writing.”