By skipping the media and publishing to reach audience directly, PR is missing the credibility that is earned through the media. Indeed, PR is defined by third-party validation, but the media is not the only source of credibility. Every link, tweet, like, Google +1, Stumble, bookmark – any Web connection that shares information – is a form of validation. Individually, they may not make an enormous difference, but over time the aggregate of voices definitely matter. It’s good old fashioned word of mouth marketing, done online and that answers that important question: I’m thinking about buying X, do you have any recommendations?
People don’t hate marketing, they hate interruptions. They’re obstacles that are intentionally placed between readers and the information they seek.