This document discusses the challenges that public relations faces in the age of real-time social media. It outlines four key trends: 1) microblogging and status updates like Twitter, 2) real-time search capabilities, 3) location-based services, and 4) augmented reality. It also identifies seven "deadly sins" that PR must avoid, such as pride in controlling the message, lust for social media without commitment, and greed focused on ROI over quality engagement. The overall message is that PR must adapt to the fast pace and open nature of real-time communication to remain relevant.