Innovation is linked to a change in thought process, a motivational shift in our collective conscious. This month, we explore how social media continues to evolve, resulting in an endless cycle of innovation.

According to Paul Gillin, real innovation is social media done well. Paul is an online marketing consultant and thought leader in how social media relates to business marketing. Paul anticipates a shift in our attitude toward social media in the near future. "I foresee a large surge of dissatisfaction in social media tools," he explained. "And that dissatisfaction will occur because of two reasons: Either the tools were used inappropriately or the people behind it didn't know what they were doing."

So what's next in the social media sphere? Although there is already chatter about mobile marketing, Paul predicts an increase in geographic awareness capabilities. "We are just now tapping into what can be done when you combine location, social awareness and a shared experience."

The final innovation Paul foresees is a change in terminology. "Social media is now an established type of media, just like a newspaper or e-mail. We don't walk around saying 'e-mail media' or 'newspaper media.'" Social media innovation will soon have us saying goodbye to the "social" distinction, and hello to an industry where social networks are the norm and social media is just media.

Sigh.   This is yet one more story about Cleveland's most tired subject and least popular athlete - LeBron (no last names necessary).  Too much has already been written about his "take my talents to South Beach" decision, and the "Decision" reality farce on ESPN.   But most observers inside and outside sports have characterized his handling of basketball free agency as a PR blunder, and I certainly agree.   So is there a lesson can we take as PR professionals? 

I think so, and quite frankly it's a hard standard of performance for the PR member of any management team to fulfill.  It's a standard that certainly didn't appear to be met by LeBron's management team. 

One of the most difficult jobs of any executive is to "speak truth to power."  Every company, every organization at times faces critical decision points where the leaders need to hear advice that's unpopular - and even unwanted.  And that's where the PR executive's role becomes so critical.  How will the market respond to this announcement?  Will customers accept this decision?   Will our employees or communities support it? 

It's hard to challenge the CEO, or even to raise warning flags in a culture that doesn't support open and frank discussion.  Yet, as communications professionals, it's our task and responsibility to ensure that senior management is presented with the full slate of facts and conditions particularly when facing a difficult or unpopular decision.  We're charged with fostering the two-way communications that are so important for clear decision-making, and it's a high responsibility indeed to provide that input during environments that can become emotionally charged.

That's why so many visionary CEOs and leaders pay such close attention to crafting and nurturing a strong culture within their organizations, one in which discussion and disagreement are encouraged and embraced.  The PR professional must lead the way in helping to build an internal culture strong enough to support instances where we must deliver bad news, when we must "speak truth to power."

Now, I certainly don't know the inner workings of LeBron's advisory team;  perhaps he was in fact told how his ESPN show would be interpreted by sports fans across the country, let alone in Cleveland.  But the cautionary tale I take from this sad episode is that in times of stress, crisis and critical decision-making, good leaders will want to ensure they're hearing a strong voice from their PR executive.  They may even want to listen to it.

Joel Goldstein