According to a new survey by PR Week, new media expertise isn’t as important as being able to deliver “company messaging to all target audiences.” Hey, if you can’t trust an entrenched, nearsighted trade publication, then who can you trust?

The folks at Media Guerrilla arched an eyebrow in response to this “industry insight” as well. Is PR Week suggesting that target audiences don’t know new media? Puh-leez.