Robert Scoble recently blogged about a PR experience he had on his iPhone within Facebook.

I agree with Brian Solis that no, Facebook won't replace press releases, but this is a good example of a targeted message to the right person, at the right time, on the right device, achieving the desired effect. Would this approach scale, or even make sense in a different context? Probably not. Everyone is aware that marketing is now a conversation - and conversations are essentially the backbone of good public relations. However, with all of this new emphasis on open dialogue, it feels like at times, the PR industry is forgetting its roots. This is an example where a painstakingly tailored communications approach paid off. To build the necessary relationships with the influencers that matter to you, you can't afford not to know the absolute best way to effectively communicate and engage.