This document is a research study by the Society for New Communications Research on new media, new influencers, and implications for public relations. It finds that new media such as blogs and social networks are changing who influences public opinion. Influencers are shifting from traditional media outlets to individual bloggers and social media users. The study also finds that public relations professionals are increasingly using new media to connect with influencers and engage in conversations that can shape perceptions. It provides survey results on how public relations practitioners are adapting to stay relevant in this new media landscape.