Social media has become the new arena for PR. And the characteristics of social media, which continue to evolve as users shape it, are changing the way we are doing PR. Expect the PR landscape to shift and change quickly. If you don’t keep up, you’ll get lost.
Social media is changing the way we connect with journalists, as well as our prospects and customers. It’s placing new demands on companies and PR professionals — demands that require new skills and expertise. In some ways, PR is getting easier because of social media. But in other ways, it’s also becoming unfamiliar, strange, and even scary.
In this post, I’d like to point you towards several key ways our PR work will change this year, as we harness social media for PR.
And more 
