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Your customers were only in market place. Now they are in cyberspace also.
Potential business through internet is not achieved by a website, but with online social interactions.
You need to sense and respond not only with products but also sentiments.
You need to shift from a marketer monologue to customer dialogue.
First you need to listen to on-going conversations.
Participation is a must. By participation, I mean real and on-going conversations.
By PR you should mean real relationships with public beyond press releases and pitches to a publication.
Customer acquisition alone is not important. Retaining and satisfying is more important.
Markets are changing faster than your marketing.
You need to watch quickly changing trends and align business model to it.