• Decline of Traditional News Media

According to Pat Swann, Assist. Prof. PR at Utica College, fewer people are watching television and local news shows to get their dose of current events. Instead, many people today are relying on the internet for news, especially organizations which have traditionally relied on the media for news.

• The Rise of Participatory Journalism

The increasing availability of technology has allowed more and more people to set up blogs and act as reporters themselves, publishing their opinions and disseminating news. Although some people do not view theses sites are credible, they are undeniably gaining influence on public opinion.

• Demand for Information Customization

These days, people want everything on demand and instantaneously and news is no different. Audiences today want information 24/7, customized to their needs. While some people are loading music on to their I-Pods, others are looking for podcasts with editorial content. Audiences want information now, in a style that they want, prepared in a way that works for them.

• Activism

These new mediums have the ability to fuel issues for any activist's cause. Any activist organization or person with time and interest has the ability to create a website or blog that states their opinions on a company or its products. If an activist group uses a blog, or regularly updates their website, there is a good chance that their biased information will return in search engines before static corporate websites.

Source: www.iaocblog.com/blog/_archives/2006/5/26//1986577.html