The document discusses how PR must evolve to keep up with changes in the media environment and information gathering processes. Social media has changed the way PR is practiced by complementing traditional tactics like media databases with digital tools like social media profiles, video, and online engagement. The rise of blogs, forums, and user-generated content means audiences interact and participate online more. PR professionals must use tools like Twitter, Facebook, and YouTube to listen to conversations and engage with customers, media and influencers in online communities. They must adapt the traditional PR formula of listen, engage, and create advocacy for the new media landscape.