The document discusses how PR is evolving in the social media world. It notes that the core of PR and social media is storytelling and ensuring relevant reach. It states that the format for stories is no longer just text, and sterile press releases do not make good stories. It recommends listening to what people say about brands, educating customer service on crisis management, newsjacking relevant stories, live streaming exclusive content, finding and working with influencers, and measuring the performance of stories. The key is staying focused on storytelling as social media evolves.