Take your pick of influences– technology, the economy, the environment– but being in public relations increasingly means being tech savvy, according to George Millington. Don’t make the mistake of thinking that means playing the same old game on Facebook, he writes, there are four key differences between the new PR and the old. A focus on everyday people over establish media forces is a key distinction– but so is the growing focus on emerging technologies and understanding search engine optimization. For the latest trends in all corners social marketing, check out the daily newsletter from SmartBrief on Social Media.