This document introduces the PR firm Wolfstar and argues that their approach to PR is smarter and more effective than traditional PR due to changes in the media landscape. Specifically, they note that while traditional media still matters, new forms of digital and social media have become equally or more important. Wolfstar formed as the UK's first PR and social media agency in 2007 to recognize these changes. They provide examples of successful campaigns that drove traffic and viewership through leveraging both traditional and new media.