In the past 20 years, evolving technology and consumer consumption habits have combined to drive dramatic shifts in media and marketing, which in turn has required new approaches to PR.
Back in 1999, the impact of the “information super highway” was being felt in all quarters, yet print newspapers, magazines, radio and TV were still the preferred sources for news. Today in the U.S., while TV remains the primary source for news, social media has surpassed print (according to the Pew Research Center), adding new layers of influence in the form of bloggers, podcasters, tweeters, consumer commenters and reviewers, and other social networkers. Consumers can speak directly to brands and more brands can speak directly to them.
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