When PRWeek first began publishing in 1998, the digital environment was still in its nascent phase. Only a core group of PR pros truly understood how online communications would revolutionize the industry. In 2008, even the most traditional firm is touting its digital guru, in-house departments are racing to understand the environment, and the industry has an expectation that social media will be its greatest shot to increase the stature of the PR function. What a difference a decade makes. ...