Ask any reasonable person in the PR biz where PR 2.0 and all this newfangled social-media stuff is and you'll get the same pat answer, "the jury's still out." Indeed. Here for the benefit of the jurors, we want to review motive and method. See, when PR is done right, there are no fingerprints let alone a body. But certainly one could show definitively that the defendant had motive and method.

Here for demonstration purposes we connect a few dots. If you're tuned into PR's new 24/7 social media channel, in between all the innocuous drivel -- "I totally love my shirt;" “Love to connect. I'm around all day with no specific agenda;” and “Off to SFO. Anyone up for late drinks tonight?” -- there's evidence of subterfuge. It's subtle but it's there.

MOTIVE

"Lots of people have rightfully made fun of how much I've touted every little new site to come along. Their criticism is accurate. Let's face it, it's because of money." - Steve Rubel, Spokesperson, World's Largest Independent Ambiguous Marketing Agency

"We are trying to get companies to disadvantage themselves through the adoption of open dialogue. Yes, that's our dream. I confess." - Stowe Boyd, Social Media Guru

"Screw the owners!" - Shel Holtz, PR "Expert" and Prolific Online PR Evangelist

"Social media is one of the hottest commodities going." - Mark Ragan, CEO and Ringmaster, PR Conference Company