This document discusses the evolution of public relations and journalism in relation to the rise of the internet and social media. It outlines how PR has adapted from a one-way communication model to a two-way dialogue, utilizing new online tools and focusing on building relationships. Journalism has also evolved, allowing crowdsourcing and public participation in reporting. However, traditional tools like press releases still have value when used appropriately. The future may bring a blend of traditional and new methods, with audiences having more control over the communication process.

1. Public Relations, Journalism & the Internet: a Game-Changer?By Alyssa Pallotti, Megan Rutkowski & Ali Tager

2. What is public relations?The business of inducing the public to have understanding for and goodwill toward a person, firm, or institutionMerriam Webster Dictionary

3. The evolution of pr: Last 50 yearsEdward Bernays & Ivy Lee first coined the term “public relations”Originally used to promote wars, politics, religion, and productshttp://www.dipity.com/SEUPRclass/The_history_of_public_relations_in_the_U_S/We will view the interactive timeline above.

4. The evolution of pr: Last 50 yearsBegan being usedfor planning & preventionreventionPR became more sophisticated Government and Hollywood supported PRWomen entered fieldSchools & professional associations establishedCorporations and activists began to utilize PRCode of ethics established

5. The evolution of Pr: Recent years“A poll of 450 PRSA Counselors Academy members listed mastering social media as one of the most important things for PR practitioners to do in 2010”-proactivereport.com

6. The evolution of pr: 1.0 vs 2.01.0Traditional press releases

7. Pitch letters

8. Directly from company to journalists & mainstream media

9. Communication from sender to receiver only2.0Blogs/Microblogs

10. Photosharing sites

11. Bookmarking sites

12. Social networks

13. All multimedia

14. Linkable text

15. Video/audio

16. Shared comments

17. 2 way communication: sender to receiver, feedback from receiverWHAT are people saying about the current environment?PR has taken a lead in strategic communications due to its ability to adapt to consumers’ changing valuesThe internet and cell phone technology have led to two way dialogues between consumers and companies“Because of the way we all connect these days - ideas and news - good and bad – spread far faster than the word of mouth PR sought to create in the good old days”- The Nation

18. What can we expect for the future of pr? Communicating on a smaller scale, individual mindset more important than audience mindset

19. Customer service intertwined more with PR

20. Will become more proactive than reactive

21. Educational training will be geared more towards social media but will still touch upon traditional stylesWhat are people saying about Traditional tools?DEADPress releases are nearly useless

22. Journalists can write stories just based on snippets from PR practitioners

23. The need for “Tweets” has surpassed the need for press releases

24. It is said that the press release died in Summer 2010ALIVENearly 75% of journalists enjoy email press releases if content is “high quality & well-targeted” (750 journalists in 15 countries)

25. Can use social media releases and traditional releases to complement each other

26. Stakeholders & investors still need information through press releases

27. Not everyone is on Twitter!Three areas of change in prAudience FeedbackTypically, messages were sent as follows: Company  PR Team  Journalist  Public

28. Now, audiences can give feedback to companies through forums, etc.Social MediaAllows companies to communicate constantly with global audiences efficiently

29. All participants can participate in communication with consumers and clients