Friday, March 28, 2008

New Media, New Influencers and Implications for the Public Relations Profession

Institute for Public Relations - New Media, New Influencers and Implications for the Public Relations Profession

New report from Paul Gillin.

Public relations professionals today are confronted with an astounding array of new communications channels. Internet-based social media tools like blogs, podcasts, online video and social networks are giving voice to the opinions of millions of consumers. While mainstream media continues to play a vital role in the dissemination of information, even these traditional channels are increasingly being influenced by online conversations. The "new influencers" are beginning to tear at the fabric of corporate communications and marketing as they have existed for 100 years, giving rise to a new style characterized by conversation and community.

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