In The Year 2000, aka Tomorrowland

As if it really needs to be pointed out yet again, the internet is paving the way for media, AD/PR, market...... So who, what, where, when, why do PR practitioners need to be aware of? Well in this article,

http://www.globalprblogweek.com/archives/tomorrows_pr_today.php

though written back in 2004, advices people following or working in the PR field on the ways the internet will continue to effect this industry. There are seven tips discussed in the article and I can say that every one of them has good advice for PR practitioners that is still true today. For a quick view the the basic 7 tips are:

1. Relationships are key

2. You NEED an active, powerful, online presence

3. You should regularly produce excellent articles of journalistic quality

4. You need to have your name and stories showing up consistently in GoogleNews and Yahoo! News

5. Recognize the power of video and audio in helping media sources to choose to call you rather than your competition

6. Learn to wisely use email to pitch stories

7. Learn to stand out

One thing I noticed while reading these tips, other than a bit of tweaking that would be need in general they are helpful for almost any profession that you choose to follow.