The way that folks consume news has completely altered since the advent of social media. From being the primary source of news and considered opinion, conventional media comprising of newspapers, magazines, television and radio are actually referred to after the news has been consumed online instantly mostly from social media websites like Facebook and Twitter. The primacy of traditional media is therefore fading right before our eyes.Regarding India things certainly are a little different for the reason that the growth of literacy associated with the growth of buying power has seen an explosive growth in vernacular print media. However in so far as the urban centres are worried online and social media are starting to rule the roost like elsewhere on the planet. With a gargantuan telecom subscriber base of 933 million, 117 million of which are smartphone users the reach of online and social media isn't to be scoffed at. Internet connectivity as a whole can be acquired to a mammoth 300 million Indians.However it seems that Indian PR practitioners are yet to wake up and smell the coffee for the reason that they still deploy the majority of their resources in chasing journalists representing traditional media. With bottom line pressures buffeting a lot of the traditional media outlets, objectivity and a professional approach to news inputs is quite often not quite visible. Just how many traditional journalists care to attend press conferences these days? Besides even yet in the case of 1 on ones and interactions there is no guarantee that story will dsicover the light of your day.Rather than continue doing things the old way, PR practitioners should educate their clients concerning the advantages of online and social PR. Online news portal journalists and bloggers are generally not only more approachable, but in many cases better able to understand the nuances of the story and are in a position to render it better. Besides they always reach the proper target audience. The best PR vehicles in my opinion are social media making use of their enormous reach that could be targeted with infinite precision.There are always a whopping 112 million Facebook users in India, 33 million Twitter users, 26 million LinkedIn users, and 5.5 million people on Pinterest. The circulation and readership figures of most newspapers and magazines are almost puny in comparison. The key to leveraging these media lies not in cultivating indifferent and sometimes ignorant journalists, however in the ability to create and post relevant content on behalf of the clients.This makes the duty of the PR practitioners much less thankless, and they no more have to simultaneously cope with capricious clients and journalists. Social Media PR requires the regular creation of germane content, targeted with precision at the right target audience. There are tools that enable you to post simultaneously and quickly on multiple sites, while some help you give the posts a boost. The outcomes are quick ahead and may be easily tracked and analyzed.This type of outreach is a lot more dynamic and lets your client interact with their target audience in real-time and in a manner that is personal and intimate. Compared the outreach obtained by traditional media is quite vague and dispersed and something has no idea the way the market perceive the message. Online PR is actually the not so distant future.