The inbox is the perfect delivery system of other people's priorities.
Your excuses will never be as good as the story of how you got it done.
Don't treat your customers like a bunch of purses and wallets.
Never try to be a thought leader. There's no value in that. Instead, try to add value.
The difference between PR and social media is that PR is about positioning, and social media is about becoming, being and improving.
What's required is a kind of social media sherpa, who can find you the audience you seek, who can reach to them on the platforms where they are already congregating, and who can help promote in tasteful ways that fit the sensitivities of the networks where your audiences are found.