Upon entering my first agency job I took a lot in, as is to be expected. I love public relations and the foundation upon which it was built, but in the agency setting I found myself at times wondering why PR could seem so impersonal and contrived. My capstone project in college had addressed the question of how social networks were impacting the public relations industry, so naturally I began to gravitate to the online marketing group’s side of business in the agency (where social media was housed). The unfortunate thing about the agency was that the synchronicity between practice groups was more of a fight than a collaborative effort. Who owned the social media piece of an account (PR or online marketing) or who got hours seemed more of a priority than getting down to business and developing sound strategies of how to provide clients with the best means to reach the folks they were trying to reach.