In this Bulldog Reporter post, David Oates argues that the practice of traditional media relations is being replaced by more instantaneous communication via social media. It is an exciting time for public relations, as our audiences are rising up and engaging in real time. Their voices are growing louder, more pervasive, more persistent, which gives us an opportunity to develop deeper and more meaningful relationships with them. While media relations may never go away entirely, the practice has changed and will continue to change. Now is the time to define the future, and base it on clarity, transparency, trust and substance in all mutually-beneficial interactions.