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Alex Onaindia is a featured contributor to The Definitive Guide to Public Relations in a Shifting Media Landscape.

Here's the complete contribution:

PR will continue to evolve over the next three to five years with increased use of social media platforms to facilitate stories and provide commentary.

The majority of the mainstream media do not appreciate pitches done via a cold call. I'd expect the same trend to develop over email as more and more PR practitioners pitch purely via email.

In addition, with the majority of news breaking on platforms such as Twitter, it has caused PR professionals to become active on the platform and to engage with media on social media. This is evidenced by major news outlets such as CNN, FOX and NBC constantly posting tweets on their network of what the current President posted.

A current PR practitioner in the political field must be on Twitter.

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