During the past decade, the media environment has been transformed by technologies that have reshaped the very definition of communication. PR professionals - like all professionals - are working hard to interpret these changes and adapt to a new world.
For profit-making companies, the proverbial "bottom line" provides an absolute yardstick against which to measure everything, regardless of the changes in the world at large. When it comes to nonprofit organizations, however, the picture is much more complex.