Consumers increasingly get their news based on what has been "curated" by their friends, rather than news editors. . . . Citizen broadcasters regularly report on — and sometimes stir up — crises. . . . Marketers can reach out to consumers based on where they are and what they're doing right now. . . . Context is unseating content as the driving force in social media today — and tomorrow it will be something else.

Media are changing fast — and not always in ways you might expect. In some countries, print newspapers are still growing as a primary source for news, and use of online media is nascent.

So, what do PR pros need to know about working in and with today's media?

This issue of Perspectives gathers insights from a few of Ketchum's own social media strategists, senior corporate communications counselors and Global Media Network members, as well as a leading futurist on media topics and two working journalists.