When marketing pundits drone on about how technology has changed the way PR works, we yawn, stretch and get ready for a catnap. But this week? This week there’s new meaning to the threadbare insights. Technology has indeed changed the way PR works, adding a rich new dimension to the crafty, crazy world of public relations stunts. The red-hot dating app called Tinder, mostly known for facilitating casual hook-ups, ostensibly lost its cool on Twitter over an article called “Tinder and the Dawn of the ‘Dating Apocalypse‘” in Vanity Fair. What better way for a company to promote itself than by pretending to spin out of control while connected to a twitter account? Rants happens for real, of course (#AlexBaldwin), but rarely by large companies and hardly ever more than a few tweets in scope and duration. Some form of composure is normally restored after you drop a few derogatory bombs on an offender and get the issue off your chest. But for a company to rant on, unhinged and unchecked, from 3:59 to 7:44 pm and post no fewer than 11 tweets attacking VF contributor author NancyJo Sales and her employer — both with deliciously large audiences – is great PR craftmanship, thanks to …. the way technology has changed the way PR works.