The document discusses the evolution of media and public relations from the 15th century printing press to modern social media. It argues that PR must embrace social media to stay relevant, as it allows for instant interaction with consumers at low cost. Several examples are given of companies successfully using social media for PR purposes, including Barack Obama's pioneering political social media strategy. Risks of not adopting social media include losing control of brand messaging and falling behind competitors.

1. PR(evolution) Building 21st Century Relationships “ PR & Social Media” ®Jessica Ayers | Jacob Summers

2. ®Jessica Ayers | Jacob Summers ®Jessica Ayers | Jacob Summers PR (EVOLUTION) Social Media in Plain English

3. What is PR(evolution)? ®Jessica Ayers | Jacob Summers PR (EVOLUTION)

6. ®Jessica Ayers | Jacob Summers PR (EVOLUTION) “… the democratization of content…” Everyone, not just professionals, creates media content - text, video, sound and music - that newspapers, television and radio used to provide “… the understanding of the role people play in the process of […] how they share and create content for others to participate…” Anyone anywhere can connect to participate in discussion or debate, collaborate on projects, and influence those who pay attention to their work.

19. Motrin Moms Protest against Motrin ad began with a single “tweet” and escalated into a full scale online riot within hours as Motrin account executives enjoyed their weekend Jessica Ayers | Jacob Summers PR (EVOLUTION)

20. www.globeandmail.com www.twitter.com/jessicagottlieb Twitter Feed Jessica Ayers | Jacob Summers Motrin Moms PR (EVOLUTION)

21. Embarrassing Apologies Jessica Ayers | Jacob Summers PR (EVOLUTION)

23. Barack Obama Jessica Ayers | Jacob Summers PR (EVOLUTION)

24. Barack Obama Jessica Ayers | Jacob Summers PR (EVOLUTION)

26. Pepsi “ Today, I received three separate shipments, about 20 minutes apart delivered by courier service. I got two cases with empty cans showing off previous Pepsi logos and designs, and then finally I got a case with six full Pepsi cans showing the new design. Pepsi wanted me to know that they were doing something with their branding and their entire approach over the coming years. They even sent me a DVD to show me some history.” “ What’s interesting to me is that they reached out to me as one of 25 people to get this news. They presumed (correctly) that I’d blog about it. They figured I’d say something one way or the other.” www.chrisbrogan.com Jessica Ayers | Jacob Summers Pepsi PR (EVOLUTION)

27. Nike Jessica Ayers | Jacob Summers PR (EVOLUTION)

28. Others Jessica Ayers | Jacob Summers PR (EVOLUTION)

33. Questions? ®Jessica Ayers | Jacob Summers ®Jessica Ayers | Jacob Summers PR (EVOLUTION)

34. Thank You. ®Jessica Ayers | Jacob Summers