ABSTRACT
One of your most important responsibilities as a global public relations professional is harnessing both the traditional media and social media in order to tell your story and communicate with key stakeholders. Although many people now believe that social media is the future of public relations, do not under estimate the power of the traditional press. This is because, in many countries, such as the United States of America, a lot of people may now receive their news via social media, but the stories they share on such platforms are still written by traditional media outlets such as The New York Times (Asur, Yu, & Huberman, 2011). Of course, this is not universally the case. As I will later discuss in greater detail, in China, for example, citizens are so skeptical of the government-censored press that they have come to rely upon a new generation of independent influencers on social media for credible information. However, it will be impossible for you to practice global public relations successfully without a strong understanding of media relations and key global and regional outlets. The following section will therefore focus on the traditional global media. I will then turn to key social networks that likewise have global reach.
