Exciting new PR approaches have been born with the influx of multiple social media tools. Today’s PR practitioners cannot afford to ignore this trend. The thirst of today’s social media-savvy public for engagement is growing exponentially, changing the landscape of PR forever. While all PR practitioners know that the way to go is online, they stumble at how they should venture into the digital world. The online era presents a double-edged sword which can help your corporate reputation but also exacerbate any negative brand chatter into a crisis. Only a well-conceived PR strategy integrating both offline and online channels effectively can withstand the test of time and engage stakeholders on all touch points.