The world of PR has changed.  The ever growing use of social media and other forms of mass media have forced the field of public relations to evolve.  We do not need to rely on the "media" as much, because in the world of social media, everyone is the media.  This is something that is interesting to me on my journey with the sports PR work that I am doing.

The old rules of PR were based mostly on press releases that were sent to journalists who would then share it with the rest of the world.  That is no longer the case.  The internet makes instant updates not only possible, but necessary.  This means with my work with the basketball social media I need to give more up to the minute updates.  Right now I tweet and post the score at the half and at the end of the game, but I think I might need to try to do more than that.  I have to stay up to date as well.  

Seeing as this is for the Trinity Christian College basketball team, an NAIA basketball team, not a large Division I university, the reach and stories are small scale.  Scott touches this on page 23.  He says, "If you are smaller and less famous but have an interesting story to tell, you need to tell it yourself.  Fortunately, the web is a terrific place to do so."  I am telling the story of Troll's basketball and I need to use the web wisely to do so.

I learned a lot about the old and new ways of PR from David Scott.  He has a lot of good suggestions and is very wise.  I look forward to continuing in this PR journey and using some of his tips and guides to help me.