Social Media's Impact on the Practice of PR

This paper is worth checking out when you have a free moment. Don Wright from Boston U. and Michelle Hinson from the University of Florida, building off of previous research done by them and the Institute of PR, examine the role social media is playing on the practice of public relations. Some of the more noteworthy findings include:

Findings show that traditional news media receive higher scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical.
93%of this year's respondents spent part of their average workdays with some aspects of social media.
85% believe social media complement traditional news media
92% think blogs and social media influence coverage in traditional news media.
88% believe blogs and social media have made communications more instantaneous

http://www.instituteforpr.org/files/uploads/Wright_Hinson_PR_Miami.pdf