There have been many shifts in the public relations industry in the past few years. One of the changes with the greatest impact has been in the area of new media. Individuals now have more than word-of-mouth to impact the image, culture and reputation of a particular business—they have control at their fingertips through online communities.

New media tools have ushered in a new pattern of thought leadership, and individuals around the world are using social networks like YouTube and MySpace.

A convincing case for the power of the person: In 2006, Time-Warner named “YOU” as its “Person of the Year,’ due to the influence and power wielded though online social networks that have affected various aspects of business and media on a global scale. The use of these networks and other online sources, like blogs, are now being used more frequently and strategically by PR practitioners. And that can be a good thing!

Although careful monitoring of blogs and other online tools can be a tough task, it is a useful way to gauge what customers and clients, internal and external, really think about the reputation, product or service a business offers. In order to tell a client’s story—and tell it first, practitioners must embrace these new media tools.

The Vandiver Group, Inc. has kept ahead of the curve by offering corporate blogs and website development and maintenance to measure the effectiveness of their clients’ strategic plans. Blogs, video clips, webinars and online focus groups are all innovative tools that can provide businesses with convenient ways to communicate with employees and customers on an ongoing basis, share knowledge and expertise, and streamline the process for measurement.

New media technology does not mean the end of tactical PR and strategic planning. Ethical standards and business practices still apply. What is does mean is that there are now more cost-effective, time-saving and convenient ways to carry out those plans. PR is a worthy tool that can help any business further its goals and enhance its public image. And, this tool is realized more efficiently with each new technological shift.

Contact us at tvg@vandivergroup.com or send comments to blog@vandivergroup.com.