PR got to be much bigger because of the emergence of digital media. Now we have hundreds of people who are, in a sense, manning embassies for Facebook and Twitter for brands. So the business in effect has morphed from pitching stories to traditional media, to working with bloggers, Twitter, Facebook and other social media, and then putting good content up on owned websites.
Contrary to what phenomenology- which is always phenomenology of perception- has tried to make us believe, contrary to what our desire cannot fail to be tempted into believing, the thing itself always escapes.