What is the status of the internet and world wide web in public relations today?

The face of PR is changing, largely due to the phenomenon of social media. The Internet has changed the way we communicate with each other, the way we are entertained, the way we buys things etc. The use of internet in PR will grow for four reasons:
- The demand to be educated rather than sold
- The quest for conversation
- The need for real-time performance
- The need for customization