Gone are the days when news only came from from a small number of magazines or Web sites. Now, information is created among diverse communities in ways that didn't exist five years ago.

These changes are having a transformational effect among news media. Press releases aren't enough to stay active and engaged with reporters, many of which are turning to bloggers and Twitter for their stories. Public relations managers need to stay ahead of these trends, developing new ways to work with new constituencies effectively.

How is your organization using public relations to support its business objectives?

• Are you engaged in two-way conversations?
• Do you listen to what your customers are saying?
• What impression are you leaving with your customers? Does it need to change?
• Where do your best referrals come from? Do you communicate with them regularly?
• Do you have a strategy for turning 'strangers' into friends, and those friends into loyal advocates?
• Do you know which public relations activities are most effective and why?
• Would you like to get more out of your public relations campaigns?