A recent PRWeek video interview  with TrylonSMR President Lloyd Trufelman focused on the rise of new media, its effect on businesses, and the resulting need for executives to change the way they view the PR function of their companies. 

The first issue discussed was the immediacy of new media. The days of having time to react to a story or issue are over. One incident on the other side of the world can be picked up and reported to the public in virtually real time - eliminating the opportunity to prepare or "spin" a story. This requires a more proactive approach to media relations. 

Transparency is another issue that has been brought to bear on company managers. No longer can stories or conversations be swept under the rug. Companies need to realize that virtually every communication, whether email, phone call, text message or office note, can be copied and placed on the web at a moment's notice for the entire world to see. 

Some businesses and executives get it. They try to stay ahead of the curve, monitoring the web and tracking consumer responses. They respond in kind - using blogs, twitter, podcasts and other tools to place their message in front of the public, while at the same time maintaining their relationships with news media and industry insiders. 

In a constantly evolving world, business managers are realizing that they must adapt to changes in the media landscape or risk serious damage to their company's reputation.