Social Media is changing the parameters of PR. I recently received news linked to a major national newspaper. It was strictly embargoed so that nothing could be released prior to it appearing in the Sunday edition. Perfectly normal practice. What surprised me, however, was that it then stated that it was fine to mention the news in social media. Tweets were acceptable prior to the embargo.
I believe this shows an acceptance from the broadsheets that they cannot control social media. That respected editorial practice goes out the window when it comes to telling your followers something in less than 140 characters.
Many clients ask us to advise on the use of social media. There is no simple answer. For some it is an ideal way to communicate with interested parties. When, however, the Sunday papers recognise they cannot control social media, it is certainly something not to rush into without careful thought and considered advice.