For years, it has been fashionable to approach any problem by asking Jeff Jarvis’s question: “What would Google do?” But the most admired technology company in the world isn’t Google. It’s Apple . And when it comes to the most admired technology executive, Steve Jobs far outshines even the great Eric Schmidt. So why isn’t anyone asking “What would Steve do?” Perhaps it’s because the answer to that question flies in the face of everything we’ve held sacred over the last five years.

So it’s been a couple of weeks since TechCrunch’s Michael Arrington wrote a post questioning the value of PR agencies . In the post, Michael suggested that media relations is a little more than “smile, dial and pray” these days. Of course he was referring to media relations, in response to a New York Times article about how PR is done in Silicon Valley these days. I think I was most impressed by the fact that PR superstar Brooke Hammerling was featured in both articles about what she does best, leveraging relationships to help clients make big time news.

There has been a lot of chatter about a handshake lately starting with Michael Arrington’s – Hand Shaking Is So Medieval. Let’s End It. Everyone acknowledges the long history and the difficulty of changing the habits, etc. So let’s work backwards and reverse engineer the electronic handshake. In essence this means that both parties virtually allow communication, information or perhaps even the current to flow in both directions.