But if you want to keep up with changing times, ditch these efforts, and focus on PR that gives you a high return on investment every single time.

FORBES: 3 Reasons Your Company's PR Strategy Needs A Revamp

Social media is PR 2.0 according to Ian Sigalow, based on the start-ups and intensive focus on marketing automation today he is seeing.

FORBES: Lessons Learned at Stanford's Digital Marketing Program