Olympic Evolution: New Media Stage Requires PR Execs to Shift Strategies

During the past six weeks, three of the most widely viewed events of the year--the Olympics in Beijing, the Democratic National Convention in Denver and the Republican National Convention in Minneapolis-St. Paul--took the world stage in ways that had yet to be seen in the modern media universe. While each event wasn't unusual in its own right--after all, each happens every four years--this year marked a monumental evolution in the way individuals watched, covered and reacted to the goings-on. The following breakdown offers a brief overview of these seismic shifts among different stakeholders in the context of the events: