In an industry based on a series of carefully choreographed set of moves, the moves are no longer the same. There’s a new partner on the dance floor now, and where everyone was doing a waltz, they’re doing the tango. And people are liking it.

Change, as is often said, is inevitable. But that doesn’t mean we have to like it. For decades the Public Relations profession has operated like any other professional, well-established industry, with a set of Best Practices and processes that enable it to function economically and socially. PR agencies have helped shape corporate and celebrity images, guiding the “conversation” with the public. Or the PR professional has worked for corporations in-house, acting as the director in the corporate movie. There is an elegant series of moves in the dance with the journalist, the steps are known and each party accepts them.

A PR professional had to work only with newspapers, magazines, radio and television journalists. Then perhaps put some information on a Website. The channels were defined, the medium known and understood. Feedback mechanisms were few, largely controlled and time-delayed. All factors allowing sober second-thought and time to remedy or let a story be forgotten. But somewhere, some smart geek clicked her heels and we’re not in Kansas anymore.

One of the most important assets in a PR firm, perhaps the most important, is it’s contacts with media. Many PR firms will even focus on certain industries and the media that covers those industries. They coveted, coddled and protected those contacts fiercely. They still do, rightly so. But now media can uncover more information, faster and check the facts and details faster. They don’t necessarily have to even speak to a PR professional; they can choose their dance partner now, and there’s a lot more dancers.

It’s not just the issue of media contacts and those carefully nurtured relationships that is having an impact. The PR professional has been the conversationalist of the public and private sector institutions. They could set the tone and manner, define the language and help impart carefully developed messages. I’ve been through the media training with bridging techniques and message management. These rules still apply, it’s just that new rules are being added to the conversation.

The challenges Social Media represent are numerous, and no rule book has been defined yet. Bloggers, citizens, anyone at all, can quickly start a PR crisis or boone on the Web in just a few minutes. Citizens can say whatever they want, unbound by the code of ethics and best practices recognized and accepted amongst professional media and PR professionals. Among the many new steps on this dancefloor, is that citizen bloggers and voices don’t know the workings of the PR profession and traditional media. They don’t accept the process of fact checking and attempting impartiality. Citizens in Social Media just want to speak when they have something to say.

It is dealing with these new moves that will have the PR industry facing increased turmoil and reeling dizzily across the dance floor for a few more years yet. But as the new channels evolve, no doubt new skills, approaches and tactics will evolve, and so will a new guide book. The PR professionals that can understand Social Media and integrate their practices with traditional media, defining new steps and leading the dance floor, will be incredibly successful and infinitely valuable to private and public sector organizations.