How to swim in an ocean of change

Bill Mahon of Penn State U opened this week’s Academic Impressions conference on integrating interactive technologies into public relations.

Bill is quietly but startlingly conversant in technology use and adaptation. He presented a compact and compelling overview of contemporary communication trends, from blackberries to time shifting. He showed how consumers of media are abandoning old habits and adopting new expectations, and how traditional media are scrambling, and sometimes succeeding, in adapting to the new environment. He then demonstrated Penn State Live and discussed the thinking and resources that go into this media rich news page. Certain that video is central to the continued success of audience engagement, he has a full time videographer in his modest sized PR staff, and solicits video from departments campus wide as well.



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