The document discusses predictions for online PR and reputation management trends in 2011, including: 1) Better measurement tools and techniques would help "defluff" the industry and quantify engagement metrics like views, interactions, and transactions. 2) Mobile exploitation and the blurred lines between paid, earned, and owned media would continue. 3) Closer collaboration between PR, SEO, digital, and other areas would be necessary. 4) The rise of social search and owned media would reward relationship building and more relevant campaigns.