With the new year now here, we thought it would be worthwhile to review the developing relationship between the practice of PR and the emerging discipline of PR. 

The last few years have seen a rise in "New Media/Buzz/Viral " firms that eschew mainstream PR in favor of a singular emphasis on social media and digital PR. However, the basic tenets of PR - develop a newsworthy story and share it with those who can provide valid outside endorsement and via targeted distribution - ring true in both worlds. Ignoring traditional media or giving it only lip service is simply bad business. Successful PR campaigns in 2010 will be based on the successful integration of the two disciplines.

Social media is another tool in the PR practitioner's toolbox, not a single magic marketing bullet. The use of social media to extend the reach of media relations efforts can strengthen the impact of a campaign. Third-party credibility derived by exposure in mainstream and new media will continue to drive PR results.

Media consumption will continue to become more diversified. People are getting their information when, where and how they want it, but they are looking for authoritative information to help navigate through the ever-increasing daily information fog. This means that the distribution of a message needs to be multi-faceted and have the ability to appeal to the various mainstream, new, local, and consumer-generated media platforms with a congruent message that will appeal to reporters, bloggers, editors, producers and Twittterati.

In 2010, it will be extremely important to adhere to the basics of mainstream PR while becoming adept at translating and crafting the message to resonate with various shifting new multi-platform targets.