For all the debate about the future of news, it seems to me that we are already living the future. Over the past decade, barrels of ink were spilled on how the Internet would change information consumption.  Today, mobile phones are ubiquitous – 20% of homes in the U.S. do not have a landline and the typical user has the mobile phone on 19 hours per day.

The Kindle and iPad have made digital publications tangible and, in many cases, a more enjoyable experience than holding a newspaper.

Five years ago, social media was a fad for college kids. Today, there are more than 290 social networking and media channels.

A study by the Center for the Digital Future at the USC Annenberg School for Communication & Journalism concludes that decline of newspapers continues at a rapid pace while trust in the Internet begins to erode. Yet, Wikileaks relied on the mainstream media to validate (or rather interpret, source and report) the more than 90,000 military documents about the war in Afghanistan.

I believe that there will always be a place and a critical need, especially in a democracy, for an informed public and professional journalists.  However, I’m not convinced there’s a need for the daily newspaper in printed format.  Local and news weeklies and special interest magazines serve a more specific purpose – news and analysis that you can take with you and read when you want.

Daily news demands immediate consumption.  The Internet, radio and TV provide more effective delivery channels. After reading the Wall Street Journal on the iPad, I canceled my print subscription.  I wish the Washington Post would create a more compelling app so I can cancel that print subscription as well.

In all this hand-wringing about the fate of journalism, what does it mean for the PR professional?

No profession remains constant in its practice. PR and journalism are in the relationship business. Thus the basics of our craft still apply. As technology continues to alter how we engage in building and maintaining those relationships, its important to remember that honesty and integrity matter. The only thing that follows you is your reputation so make sure you are managing it effectively both in your offline and online interactions with reporters.

Commencement speakers want to offer helpful, memorable advice to the graduates.

For NBC journo Ann Curry, her commencement address illustrated instead the importance of research and knowing your audience. On Saturday, she named the wrong alumni in her speech to Wheaton College of Massachusetts graduates.

My guess is that speech writer and/or research assistant failed in the basic duty of “double sourcing” the facts — though Curry accepted sole responsibility for the failure. Classy and responsible but a significant failure for someone in the business of accuracy.  Also, the college’s PR staff should have done a better job sharing key facts about graduates, alumni and the institution with Curry and her staff.

In her apology, Curry succeed in admitting her mistake and complimenting the Wheaton community.  If you have to experience a public humiliation, this is a graceful way to respond.

I recently wrote about earning my Accreditation in Public Relations (APR) credential for the Public Relations Society’s ComPRehension blog. As Mid-Atlantic District Chair, I continue to remain active in PRSA and will be supporting the APR Boot Camp process to be held during the International Conference in Washington, DC, in October.

The past 24 hours have presented a disparate trio of news stories. Mark McGwire admits to steroid use in an interview with Bob Costas. Sarah Palin joins Fox News and emotes to Bill O’Reilly. Bill Clinton responds to the earthquake in Haiti.

What do a sports figure, a budding political pundit and a seasoned leader have in common? They each used emotion effectively. However, I would only label one exemplary.

I was debating a blog post on apologia in regards to McGwire’s tearful admission yesterday when news of the earthquake hit. After this morning’s news consumption, I was pondering Michael Gerson’s opinion on President Obama’s oratory style, described as devoid of inspiration.  I concur that Obama’s style is at a minimum pedantic. So I could present tips for helping your executive deliver a meaningful and moving speech.

As for Sarah Palin? I agree with Peggy Noonan, who said in August 2008 that Palin will either be a spectacular success or a spectacular failure. It’s a political drama that is entertaining to watch. Only time will tell if her success will reach beyond a lucrative gig with Fox News.

Then about 30 minutes ago I listened to Bill Clinton’s interview on NPR regarding the earthquake. He didn’t have any new information to share, per se. However, I stopped what I was doing to listen him. (Unlike this morning’s press conference by President Obama when I was more concerned about selecting warm trouser socks. And now where I’m annoyed by yet another photo of Obama on the phone or in a meeting addressing a crisis. At least he’s not out golfing).

Clinton commands a listener’s or viewer’s attention for a few key reasons.

1) He uses inflection. You don’t feel like he’s reading from a script. Equally important, he knows the “art of the pause” — when to wait — count to three — then sigh just ever so slightly and continue. In this case, Clinton explained why monetary contributions would be most beneficial at this time. There is a clear need to buy medical supplies, food and water.

2) He’s an excellent story teller. Clinton recalled the first time he took Hillary to a cathedral in Port-au-Prince in the 1970s. Regardless of his personal connection to this particular story, Clinton and other skilled orators exhibit the gift of story-telling to personalize the impact of the news or to provide words of comfort in times of crisis.

3) Genuine empathy. It’s admittedly fun to mock Clinton for his “I feel your pain” persona. However, the famous dead Greeks taught that effective rhetoric requires pathos, logos and ethos. It’s a proven speech-making and interview formula. Without demonstrating empathy and sincerity, all the factual information, logical arguments and truthful admissions feel hallow.

You can share these tips with your executives or practice them yourself.  However, it is important to note that some leaders have an innate ability to connect with the public and others don’t. It’s difficult to rehearse. You really have to feel it in your core.

What should be felt among the leadership core in any organization is the imperative of an honest and timely response to crisis. Whether a natural disaster or a self-created crisis, the public response requires honesty and sincerity. Otherwise, credibility is difficult to maintain or establish.

It is with great sadness that I write about the passing of John Reed, APR, PRSA Fellow and PRSA-NCC Hall of Fame member. He was a man of integrity, warmth and charm. John was an old-fashioned, well-mannered gentleman who managed to keep his PR insights contemporary and fresh. Obituaries by both PRSA and The Washington Post have captured his professional accomplishments and accolades. I can only add that he will long be remembered as role model. My condolences to his family and friends.

A memorial service for Reed will be held on Nov. 21, 2009, at 11 a.m. at Christ Church Georgetown, Washington, D.C., with a reception to follow at the Georgetown Club. In lieu of flowers, donations may be made to John M. Reed Scholarship Fund, American University, 4400 Massachusetts Avenue, N. W. Washington, D.C., 20016-8017.