Advertising dollars in traditional media productions have declined and many traditional media outlets are seeing declining circulation in favor of online and social media news sources. One site even tracked the death of newspaper .As readership in traditional media shifts to online media, so have the focus of many in public relations.Social media releases search engine optimization, content, publishing, and the introduction of podcasts and video are other burgeoning trends.

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Social media has increased the speed of breaking news, creating greater time constraints on responses to current events.

Increasingly, companies are utilizing social media channels, such as blogs and Microblogging. Some view two-way communications in social media in two categories: asymmetrical and symmetrical. In an asymmetrical public relations model an organization gets feedback from the public and uses it as a basis for attempting to persuade the public to change. A symmetrical public relations model means that the organization takes the interests of the public into careful consideration and public relations practitioners seek a balance between the interest of their organization and the interest of the public.

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