This document discusses the impact of new media on public relations. It defines public relations as how organizations communicate with the public and media to create and maintain a positive image. New media refers to digital technologies like the internet, websites, and social media that allow for on-demand content sharing. New media has both positive and negative impacts on public relations. Positively, it allows for easy interaction, expedited information sharing, direct contact with audiences, and feedback. However, it can also spread controversial topics widely and virally.