What is new media, and why does it matter?

* See correction below

Clients often ask, What is new media? To answer this, I like to step back and ask, What is public relations?

Public relations is the practice of improving public perception. In a word, it's promotion. A corollary of this is strategizing: What media should you use to get your message out?

New media is simply one of these outlets; specifically - and appropriately - it's the newest outlet. But instead of developing relationships with producers on TV and radio ...