The document discusses the changing media landscape and the role of public relations and communications professionals. It notes that while traditional print, radio, and television media are declining, new forms of online media like blogs, social media platforms, and user-generated content are proliferating. It also shows that people are increasingly consuming news and information on mobile devices. Therefore, while some argue that PR and communications is a dying industry, the document suggests the role of PR professionals is evolving as they help clients navigate this changing media environment and shifting consumer behaviors.