The emergence and widespread infiltration of social media has dramatically changed the public relations industry (PR).   This isn’t the first time the PR industry has had to evolve its way of doing business.  Orlaith Finnegan (author) on Social Media Today remembers a PR director who relished telling his new interns how fax machines were the new thing at the start of his career.  For years, PR executives and rolodexes were the best of friends.  Then the rolodex was replaced by the personal digital assistant (PDA).  Now the PDA has been replaced by smartphones.