So when someone first explained the concept of Twitter to me, my first reaction was: "Who has time to keep up with what their friends are doing all day?" Surely not me. However, after I investigated closer, I realized that the twitter phenomenon was actually pretty cool. And if done right, you wouldn't spend your day reading about what meaningly tasks your friends are completing. Rather, twitter is way to stay connected to friends so that you always know what thier doing or what is important to them.
What makes twitter so cutting edge is the fact that it provides real-time short messages that work over multiple networks and devices. For PR people, using twitter (called "tweeting") provides an opportunity to let valuable publics know what is hot with your organization. This connection that spans over networks is a great opportunity. Just think what an impact it would be to have interested publics keeping up with what you are doing instead of your organizaiton trying to keep up with them. Wouldn't it be great if your prospective customers wanted to get text messages, facebook messages, etc JUST about your organization?