With the growing number of public relations agencies delving into digital & social media, the misunderstanding and misuse of these new technologies and capabilities appears to be the standard rather than the exception.  David Henderson addresses this point beautifully in his post about The Changing Face of PR Leadership.  If these major agencies are to survive, they need to evolve their strategies around these new capabilities rather than cramming their old sqaure tactics through the round hole of digital marketing and social media.