1.Hard copy publications are now being published online, some of them are now only online.

2.Publications are merging.

3.Online publications are here to stay and is quickly becoming a primary outlet for telling your story.

Everyone and their mother has a blog. SEO is routine in the business world and your constantly hearing about YouTube, Myspace, and Twitter. A powerful social media campaign can set you apart from your competition and promote your business to new markets. Public relations specialists can leverage utilize social media.

First, let's address the blogosphere. Blogs websites posting regular article, photo, or video entries, often on a specific subject. Technorati, the largest search engine for blogs, is tracking well over a 100 million blogs. Google even has a specialized blog search. The fact is blogging has become mainstream and it's here to stay. But what does this have to do with public relations? Everything.

Bloggers are like citizen journalists and report a wide variety of information to targeted audiences. Some of these blogs describe personal experiences, others feature targeted industry news. The key for a public relations specialist is to reach the blogs that bring your clients the added value that can come from these outlets.

The public relations specialist is usually also in charge of the corporate blog ensuring that it remains relevant, addresses market trends, reaches out to other influential blogs in your field. Many times the public relations professional will also focus on other online public relationsstrategies, such as social networking and social booking marking.

Another popular social media strategies is podcasting. Podcasting includes online streaming and broadcasting of video or audio messages. Both types can be used to promote problems and suggest solutions. Unlike most traditional public relations tactics, podcasting is measurable. You can easily tell how many people are downloading your podcasts.

By capitalizing on these new media outlets, your public relations professional can improve your online presence and maximize the effectiveness of your company's communications.