They are demanding that the press releases, instead of being breezy and innovative, have facts, provide insight, and have more facts. The media pitches have to have facts, provide insight, and have more facts. The speeches have to do a lot more than show who they are as human beings. Even the blog posts have to, as they say, "create new value."
You bet, it's back to the old days in executive communications. Despite my own love affair with social media, it's a relief to be "writing corporate" again. The only difference is that the tone and content aren't dull any more. Social media forced that paradigm shift from disembodied rhetoric to prose that resonated.
The funny thing is that executives with all that power and the big bucks were actually cowed into presenting themselves as cool dudes. The excesses of the social media era will go down in communications history as one of the follies right up there with those of the Romantic age. Back then, those riding in a carriage would get out and cry when the driver spotted a dead animal on the road.