ABSTRACT
Successful communications strategies depend on professionals' ability to adapt to a changing communications landscape. The ability to push a brand through the marketplace is a kind of strategic communications. The news media are being pushed aside by companies, and nonprofits that are looking to make their own news, and push their own brands digitally. Brands are now seeing the possibilities that come with being their own media outlets and pushing out their own messages. The messaging streams for paid and unpaid content have led to the integration of advertising and public relations. It is now almost unheard-of for a company not to have a presence on the Internet. Nonprofits now use social media to seek out volunteers and donors, and to attract and interact with new audiences. Through video, photographs, and well-designed websites, multimedia storytelling continues to occupy a larger and larger place in society and culture.
