The document discusses the impact of social media on public relations. It notes that social media has disrupted industries by allowing everyone to be a publisher and communicator. It also discusses how PR professionals now use social media channels like Facebook and Twitter in their work. However, it states that many PR professionals are still failing to fully utilize modern tools and technologies like social media. The document encourages PR professionals to focus on content creation and management as well as integrating social media throughout their organizations in order to keep up with changes in how information is shared and consumed.