The post headline is courtesy of Steve Rubel’s post earlier where he is talking about if the day will come that Twitter could replace email when it comes to PR pitches.

It’s interesting to see that someone of his stature understands the fine line that is being walked even now in social media and Twitter specifically. As much as he has accepted the necessity of the bacn that comes with things like Twitter he acknowledges that this is still uncharted territory and could easily be ruin by a few bad eggs

Nevertheless, more journalists are using Twitter. So this makes it increasingly attractive to PR professionals. It also makes it essential that we behave ourselves. A few bad eggs will kill this fast.

While this transition to things like Twitter might be attractive to PR professionals I also think that it is also wide open for companies themselves to do the reaching out, or pitching. After all if the only hurdle to cross is developing conversations in 140 character chunks why hire outside voices to do the talking for you.

In many cases companies already have people in-house that are active within social media either officially on behalf of the company or on their own time. These are the people who understand the conversational approach that is a social media requirement. Whereas the majority of PR firms are still stuck using an old out of date methodology of doing business.

People talk about the empowerment of the individual consumer because of things like social media, Twitter, Facebook and Friendfeed but the same rules could apply equally well for companies. Just as the web and social media have been responsible for the transformation; or demise, of old media could not the same thing happen to PR and marketing firms?