The world of public relations has been drastically altered by the advent of social media and blogs; it has allowed far more opportunities for someone to become a journalist, as well as transformed the role of the practitioner who is trying to get a solid, coherent message out on behalf of a team or athlete. Melinda Travis operates effectively within these new rules, discussing some of her thoughts on how to properly manage athlete messages for both personal and brand reasons through social media and other digital channels. Travis talks about her concerns about speculation over fact when responding to inquiry, and whether the rapid-fire demand for immediate information actually harms the public consumption of a story. Twitter: @Melinda_Travis