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Public relations and media relations are still two necessary needs for any organization, especially in the current economic client of slashing marketing budgets. A large component of the 21st century communications toolkit is New Media (or as it's also called, Social Media). The ability to communicate a message across a variety of media, new and traditional, in a variety of voices while maintaining your core message is part art, science, technology, voodoo and passion. I work in public relations, media relations and multimedia/new media content creation for the University of New Mexico. In addition to this, I'm one of the university's social media "dudes" (I don't like the idea of evang...