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Traditional media will soon relinquish its role as the primary source of our input about the world.  Why because there are more people telling us they are wrong or misinformed.  Literally anyone can provide their ideas on what they are seeing and what is happening. With this type of transparency, the future of Public Relations will need more and  more specialists and filters.  Public Relations will join hands in a ceremonial marriage with Customer Service, that ends with “till death do us part.”  Their departments within companies will work on the same floor and be very difficult to distinguish the difference between them.  This collaborated department will handle all the complaints, and there will be a lot of them.

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