“Effective communication is 20% what you know and 80% how you feel about what you know." -Jim Rohn

The responsibility of public relations is to make your product seem exactly what the individual needs. Here are some essential new ways of making an impression on the consumer as the public representative:

• Consider information as it is perceived by a variety of communities impacted by your company, that’s who really determines news.

• News can be targeted by community participation, posted to a blog, included in a podcast and a variety of other means, you don’t need to blanket the world

• Use the right medium, audio, video, print, mash-up, others to convey the story

• Get involved in issues that matter to your industry, whether you take a position or participate in the debate, don’t sit on the sidelines.

• You are your own media outlet, create a channel like blip.tv, blog, podcast, slide share, and make it easy for users to share with others.

• Video is not limited to TV, fully integrated multimedia news organizations may well be the right target for a pitch that was previously considered the realm of television.