Four words have been part of traditional PR strategy and planning, but they are no longer appropriate in the world of social media, according to Solis and Breakenridge in "Putting the public back in public relations." The words are pitch, message, audience and user.
In the language of new PR we don't "rely on pitching messages to target audiences or users." PR is about people. As consumers we don't make decisions based on messages. We consider information that relates to us as people and customers.
-- John Fisher