Has the rise of new media made it possible to practice PR without reporters? Absolutely. But is it smart? ...Thanks to the power of new information channels such as social networking, online video, and blogging, PR professionals can create and syndicate content at the click of a mouse. Forget a press conference or interview—instead, people and companies push out self-made online videos, blogs, and Facebook posts to avoid the hard questions and control their message. You are your own media outlet—or at least you can be.