How Has Social Media Really Affected PR?

Social media within franchising is the focus of discussion as Fishman Public Relations CEO, Brad Fishman, joins Paul Segreto this week on Franchise Today. Certainly a hot topic, discussions about social media pique interest of franchisors and franchisees alike. Often viewed as a communications tool, social media has also been embraced by pr firms. But, has social media really changed pr? And, if it has, how?