سلام
این متن را پاراگراف به پاراگراف خلاصه کن به انگلیسی و ترجمه هر پاراگراف را زیر آن بنویس


A changing environment 	


Over the past decade, the explosion of media choice has enabled anyone to publish, consume, make money, connect, share, tell stories, give advice, spruik their business, collaborate, comment, stir up trouble and develop a dedicated following of fans. Traditional media's long reign of supremacy has given way to a converged media space where multitudes of media options coalesce, borrow from each other, promote each other and, of course,  compete with each other. So what does this mean for public relations and professional communication?
	
It means public relations (PR) practi- tioners and professional communicators are now expected to know how to use and navigate media strategically, comprehensively and cleverly. Yes, the job just got a whole lot harder! A study of PR industry expecta- tions published in 2016 noted that today's graduates require a high level of knowledge of all the basics of digital communication to be employ-  able in the future' (Alexander, 2016, p. 1).

Media options have never been broader but where to start, which to choose and how to make the best choices? For those readers who are from Generation Y born between the 1980s and 2000s you have been described as living in perfect symbiosis with technology' (Huntley, 2006). If that is the case, you'll find many of the ideas in this book intuitive. You'll be using media to develop your own personal brand and identity. 

The purpose of this book is to start you thinking about using tech- nology and media strategically, for professional purposes or causes. Whether you're a student, an upcoming practitioner or an old hand in the trade, today's media require you to be adaptable, informed and agile, to be prepared to multitask at multimedia. This book examines the complex and challenging media environment and how the individual, organisation or brand can navigate through what often appears to be a maze of options. Specifically, it examines the public relations and organ- isational communication role within the media maze.

It is a role that uses an arsenal of tools to do the job and, increasingly, demands that the practitioner be an accomplished content manager. This requires prac- titioners to work across many and varied platforms, to be multiskilled and technologically literate, and to have the ability to target effectively while cutting through complex material in order to develop and deliver strategically timed messages and sustainable narratives.

At the same time, in this age of disruption, personal and traditional media relations skills the ability to tell stories, create memorable media calls, write and lay out media materials, and develop credibility and trust in relation- ships is as important as ever. 

In PR and professional communication practice, how we work with communication and media must take a more strategic approach than ever before because the world is so full of news, noise, messages, opinions, internet clutter and activity. In order to be heard above the noise, stra- tegic use of media requires careful consideration of what to say, where to say it, how to say it and when to say it, and perhaps most import- antly listening to what others have to say. It means that you'll need to find the best combination of vehicles to deliver your message, whether on specific social networks, through human-interest stories, via video development, press release distribution, embedded promotions, blogs.

live-streaming apps or in a multitude of other ways. In most cases, you will need to select carefully from a combination of many media tactics, driven by clearly understood media strategies. This is the essence of Media Strategies. It provides an examination of the shifting media environment and explores how to navigate through it and deliver your messages and stories to the people who make a difference. 

As social networking has emerged as an overwhelming media force, the tendency to deal with it separately from traditional media has forced an unnecessary division, siloing the two fields into two sep- arate parts. As this book explains, there is far greater logic in working with the two fields together, acknowledging that they have become firmly connected, enmeshed and integrated made up of combinations of personalised media and mass communication options. Wu and col- leagues (2011) call this 'mass-personal', while Castells (2009) refers to this convergence as 'mass self-communication'.

 So, for PR and profes- sional communication, what has traditionally been the 'media relations role the traditional role of the practitioner working with journal- ists (and other news media) to develop positive relationships and gain access to the news and media agenda now represents only a limited picture of the contemporary media manager role. However, nor does the 'social media role alone fulfil most organisational communica- tion and media needs.

A more appropriate contemporary approach is that of the 'media strategista role that captures a broad range of media tasks, processes and responsibilities, still requiring attention to be given to relationships with the news and entertainment media, but now also with a broader range of stakeholders or publics, with the need for media literacy and know-how across an expanded media landscape. As Turner (2016, p. 130) points out, there is no point in dealing with 'digital' and 'traditional separately when learning about media; instead, we need to deal with all of them, just as our societies do'. The landscape has shifted in many ways, and so too has the role of media manager.