Public relations professionals face new challenges in finding and being found as media consumption becomes more fragmented across digital platforms. Their mission is no longer about distributing press releases but building relationships and engaging in two-way conversations across blogs, social networks and user-generated content sites. To succeed, PR must shift from press agentry to become storytellers that create and share compelling narratives through new multimedia story forms on emerging channels.

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Gerd Leonhard
gerd@mediafuturist.com
www.mediafuturist.com
March 2008
The Future of Public Relations
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The basic Mission:
Finding Being Found
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The challenge
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