Social media is creating new styles, formats and expectations for interactive communication. The shift has gone from audience to friend.

This means that organizations and PR professionals must put a strong emphasis on new media and social media strategies. Blogs, RSS feeds, chat rooms and forums, Facebook, MySpace, LinkedIn, Twitter – they are all playing vital roles in developing today’s consumer. And every story is global.

It’s time to give up control of the message and begin participating in the new community.