Chicken Little ain't got nothin' on today's top PR practitioners. If the frenzied chicken mistook a falling acorn for imminent Armageddon, then the metaphor translates to many
communications executives who - in the past - interpreted the rise of social media and digital PR as the end of their function as they knew it. But, for the most part, the latter
story has a happy ending: The field's foremost practitioners have stopped running circles around digital trends to instead embrace the power of the multifaceted communications
platform. But that's not to say there isn't residual "concern" over their diminished message control.