The document discusses how technology and social changes have dramatically transformed the media landscape and the role of public relations. Key changes include the rise of social media and user-generated content, the importance of word-of-mouth recommendations, and new digital channels for delivering messages like blogs, podcasts, social networking sites, mobile devices, and video. Public relations professionals now need to engage audiences in conversations across these new media to listen and encourage discussion.

1. The New Realities of PR Presented by: Mike Spataro

2. Remember 1994? You waited for the newspaper to check the box scores You hoped you didn’t miss the weather forecast on TV or radio You guessed what the manufacturer’s price was for a new car You licked a stamp to send a piece of mail You bought music CDs You booked a vacation at a travel agent’s office You had to visit a bank to check your balance

5. Changing Marketing Model Consumer are now participating in the journalistic process and fueling electronic word-of-mouth evangelism News was filtered through the media before reaching audiences

7. Changing Role of Communicators Now, we need to speak clearly and openly to encourage our audiences to talk with us so we can listen We used to focus most on the way our organizations talk to audiences

8. “ Word of Mouse” is Getting Louder

10. Blog: MoBlog (Mobile Blogging) Text Wireless Pictures

11. “… you cannot afford to close your eyes … they're simply the most explosive outbreak in the information world since the Internet itself. And they're going to shake up just about every business -- including yours.”

12. Blog: Word of Mouth

15. Blog: Bloggers Can Attack a Brand

16. Blog: Bloggers Can Attack a Brand October 31, 2005: Security blogger Mark Russinovich posts an entry to his blog exposing details on Sony BMG’s DRM software flaws. It’s immediately picked up by other bloggers, linked to and syndicated throughout the blogosphere via RSS. Sony BMG’s Costs: $10MM+

17. Blog: Corporate Response Since launching Life Without Wires, Alereon CEO Eric Broockman and his opinions are being absorbed by industry leaders and the media at a rapid pace