the fact is that there are a lot of people who want a slice of the social media pie. PR leaders are being asked to defend their marketing credentials to folks who may not even understand what public relations professionals do each day.

Our colleagues in sales, advertising, customer service, HR and IT all want control of the digital media PR budget. I understand why they would ask for it, but I just don’t think they’re as well-equipped to head the effort as PR pros.

Here’s why PR should lead:

via 13 reasons why PR should lead social media efforts | Articles.