I can't quibble with this (except over the capital letters, perhaps):
In the Social Media era, getting better at Public Relations means getting better at the Relationships, not the Publicity.
Todd Defren's conclusion is more challenging though: Get Into Twitter or Get Outta Public Relations?
But his point is well made. It's not about the tools (a few years ago it was blogging; then podcasting; last year it was Facebook; this year Twitter); it's about engaging in the conversations and gaining a licence to join in or to comment.