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.

Last week Foursquare celebrated its 40 millionth check-in. As I was explaining geotagging, the next iteration of social media, to my client, he was befuddled.

If your client or boss is still on the sidelines of social media, share this video.

Forty years ago Earth Day was created to organize environmental teach-ins, to channel frustrations with nuclear proliferation and burning rivers and to brand a national movement. Earth Day is now a global network powered by a new generation of environmental activists.

More importantly, sustainability has become a household word and a lifestyle practice that impacts both consumer and business behavior. Today, sustainability is as important to the corporate bottom line as it is to the environment.

As such, I intended to write about best practices in green communications—from Brita to Pepsi to Seventh Generation there are numerous case studies in corporate and social responsibility demonstrating how companies are implementing sustainability initiatives and communicating with their stakeholders.

Last night, however, I had the opportunity to attend the Earth Day Eve Leadership Celebration, part of the first Creating Climate Wealth Summit hosted by the Earth Day Network and the Carbon War Room held at the Georgetown McDonough School of Business, April 20 to 22, 2010. What better way to celebrate Earth Day than to share the insights of movement leaders?

Sir Richard Branson, Secretary of Commerce Gary Locke, UN High Commissioner of Human Rights Mary Robinson, Earth Day Network President Kathleen Rogers and Earth Day 1970 Organizer Denis Hayes spoke about the history of the movement and the need for continued action. My @tasj tweets from the dinner at the Ronald Reagan Building and International Trade Center follow (with typos for authenticity).

#DenisHayes – I thought in 1980 we were in an energy revolution. It was an information revolution instead #EarthDay

#EarthDay  #DenisHayes Transformation has been stunning. More apps for iPhone than computer in 1970.

#EarthDay  – In early 1970s helped spawn creation of EPA, clean water act, endangered species act, among others.

#EarthDay created a new vocab even though worries about nuclear war and burning rivers already existed.

#EarthDay  – 40 years ago, 20 million people, $125,000. Today #EarthDay is a global movement. Tx #DenisHayes

#GaryLocke need clarity in regulatory envionment for investment and innovation in clean energy technologies

#EarthDay future is the marriage of commerce and the environment. #GaryLocke [jokes he is] opening act for #Melissa Etheridge

# MaryRobinson 1.6 billion without eletricity deserve small solar, clean water and better living conditions

#MaryRobinson Climate Change is not just polar bears. It’s about Climate Justice – providing skills/knowledge for clean energy

#RichardBranson climate change is about creating new technology and changing way we live our lives – as his mobile rings

Photo: Chris Kormis, Deborah Hudson, Tracy Schario

I recently spoke at a PR/Marketing/Advertising career panel at Georgetown University (before the Hoyas had their embarrassing loss to the Bobcats of Ohio U, where I completed my graduate work). Panelists, representing PR/advertising agencies and corporate marketing functions, were asked to define the profession and offer suggestions for developing a career. Here’s what I shared with the more than 50 students who attended.

Public Relations is: Communications in the public interest. Proactive and responsive communications. The responsibility to promote and protect your organization or a personality. The art of persuasion.

How to build a career?

1)    Identify your goals and be open to unplanned opportunities.

2)    Join a professional organization and one of its committees.

3)    Network.

1. Practice your introduction. 15-20 seconds about who you are and what you do.
2. Develop a set of stock questions. Standard: Where do you work?  What do you do? Have you been a member of this group long? Conversational: Could you recommend a book or blog that I should read to build my knowledge? Did you read about _____ story? The writer was very insightful. What do you think? I’m a (name your hobby) and always looking for new ideas. Do you know _____? What is the primary business challenge that you have to deal with? When in doubt: weather, traffic or travel.
3. Distribute and collect business cards. If you are job hunting, ask for an informational interview and/or if they know 3 people you could call for an informational interview.

4) Have fun.

The steady stream of commentary on the closing of this decade has been fairly gloomy. Whether its the demise of journalism, the perils of climate change or the fragmentation wrought by social media, the annual parade of retrospective stories have cast a dark cloud on this New Year.

As an optimist, my retrospective of the aughties is mostly sunny. Why the first decade of this century was great.

5) Mobile phones: It’s hard to believe that 12 years ago I didn’t have a cell phone and proudly proclaimed that if someone needed to find me when I wasn’t in the office I would have a secretary to handle my calls. Today, I’d be lost without a cell phone and don’t expect to have a secretary.

4) Cable News: While I find the repetition of news stories mind-numbingly unnecessary (even with shrinking newsroom staff), the growth of news options (3 C-SPAN channels, BBC America, Univision…) has largely been beneficial. Now if I could only get NZ One Morning Breakfast on the tele in the U.S.

3) Blackberry (or iPhone if AT&T service works in your home): I blame the blackberry for the return of eye glasses, but I don’t miss carrying that heavy Franklin Planner. How does one survive without this mobile utility?

2) Social Media: For all the ballyhooing about the loss of intimacy, increase in homogeneous communities and lack of offline networking, Facebook, Twitter and the like have redefined social communities and brought new means of intimacy to both personal and business relationships. I can get pictures and video of my niece’s latest school play performance, and Dell can learn about glitches in its products. What’s not to like?  Even my mother is on Facebook.

1) The outdoor fire pit: The fire pit makes a bonfire possible in an urban or rural setting. Just when you think technology rules your life, head outside on a chilly evening with the hot toddy of your choice, light a fire and either zone out or mingle with others around the fire. Something about orange and blue flames reminds you that simple pleasures still rules the day.

Now we can put the anxious aughties to rest and look forward to 2KX (or 2010 or twenty-ten).