Public relations is used daily by organizations and single individuals to promote and inform. In 1982 the Public Relations Society of America adopted a definition of public relations that is still accepted today: “public relations helps an organization and its publics adapt mutually to each other.” Public relations acts as a form of counseling, research, planning, analyzing and interpreting. But how does public relations mix with the social media and what exactly is the social media? Social media is not the newspapers people read or the radio talk shows they listen to, but can rather be described as an ever-changing, constantly updated news feed. Social media allows its viewers to immediately interact with each other. Two of the most well known social media sites are Facebook and Twitter, but social media does not just end with those. It can also include things like blogs, wikis and podcasts. How are these sites and others like them relevant to a public relations professional? It is simply another way to promote and enhance a client, and with smart phones being all the rage your latest tweet or post can go directly to your audience. Boomerang Digital Communications believes public relations and its relationship with social media is where the focus lies now and could possibly be the biggest cultural shift in decades. The days of the old public relations techniques are over. Social media allows real time feedback from your audience instantly. The Internet provides an opportunity to reach to an audience all over the world. That audience can monitor your clients every action 24 hours seven days a week. Unfortunately, not every public relations agency has caught on to this technique and it is sad to say but they do not know what they are missing out on. Now days, one can expect a potential client to ask about Internet savvies, meaning does one blog, Twitter or Facebook. Because the media industry is so rapidly adapting to this new form of public relations, the public relations individual will have to learn quick. If one majors in public relations and is not ready for this type of on-line work, get ready. As stated in an article on Social Media Explorer, social media is a method of communications and is public relations in the on-line world.