Ketchum chief engagement officer Stephen Waddington visits the Echo Chamber to discuss the modernisation of PR in a wide-ranging interview with Holmes Report editor Arun Sudhaman. Waddington believes that technology is reshaping public relations practice for the better, but that many firms face irrelevance if they do not embrace new models and methods. Also on the agenda are Waddington's views on Robert Phillips' book 'Trust Me, PR Is Dead' and his thoughts on why senior PR executives are still so wary of social media.