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Last Word The Internet, as a popular communications medium, has been around barely for two plus decades; social media even less. In that short time, these new applications have evolved into indispensable communications tools for organizations and favored weapons for angry customers, disaffected employees, and consumer activists bent on attacking those same organizations. As a consequence, mastering and monitoring the Internet and social media have become a front-burner priority for public relations professionals.

As the number of the world s̓ citizens using the Internet expands exponentially, it is urgent that public relations professionals understand the new technology and its capabilities and increase their competence in employing and monitoring it. Those who can blend the traditional skills of writing and media and communications knowledge with the online skills of the Internet—particularly the generation that has grown up with social media as its preferred communication default mechanism —will find a rewarding calling in the practice of public relations in the 21st century.

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