Using their previous research as a foundation for their newest study, Wright and Hinson examine the continuing impact social media are having on public relations practice.

"An Analysis of the Increasing Impact of Social and Other New Media on Public Relations Practice" finds these new technologies are dramatically changing public relations and the way it is practiced. Results of this year's research show considerably more agreement in some areas than was the case in previous years.

Findings show that traditional news media receive higher scores than blogs and social media in terms of accuracy, credibility, telling the truth and being ethical.

Other results include:

• 93%of this year's respondents spent part of their average workdays with some aspects of social media.
• 85% believe social media complement traditional news media
• 92% think blogs and social media influence coverage in traditional news media.
• 88% believe blogs and social media have made communications more instantaneous