سلام
این متن را پاراگراف به پاراگراف خلاصه ی خلاصه کن به انگلیسی و

ترجمه فارسی هر پاراگراف را زیر آن بنویس
Consider the following changes: 
	
• the move away from simple news announcements to telling organ- isational stories
• the shift away from text-only news and messaging to visual content the necessity to listen to feedback because channels are no longer 
one-way 	
a more scientific approach to making media work for you, using algorithms and metrics 
the rise of the 'social influencer in generating and endorsing interest in an organisation brand message 
a heightened need for media training because organisational members (at every level) are open to scrutiny across all their media platforms 
• the rise in job titles such as brand journalism' and 'content marketer, which are emerging as the field broadens and converges 
• increasingly complex societies that require professional communi- cators to translate, facilitate and negotiate meaning. 
	
Fach of these changes will be examined in this book. They represent major and crucially important developments for the media strategist. requiring the role to be more flexible and strategic than ever, both pro- actively and reactively, in getting messages to key publics and in managing how others in your organisation do the same. We find support for these ideas from professional network services group PricewaterhouseCoopers (PwC), whose Global Outlook Entertainment and Media report for 2015-19 suggests that media behaviour can be affected by two principal differentiators: the quality of the available infrastructure for consuming content; and consumers' common desire for content experiences that are relevant to them personally (PwC, 2015). 
While we may have limited capacity for the first of these that is, affecting infrastructures we most certainly can lead in the second the development of relevant, meaningful content. Developing content and creating experiences have always been core parts of the PR and professional communication toolkit. This is important more than ever now, given the sea of media platforms and communication channels from which we can choose. We can also create our own threefold media strategy that simultaneously delivers storytelling expertise, across multiple media platforms, to engage with and connect to diverse stakeholder groups-а strategic media trifecta, as illustrated in Figure 1.1.

Shifting media paradigms
 
A decade before this book was published, one of the authors described the core functions of media relations as developing and maintaining positive and ethical relationships with the news media, while also gaining access to the news agenda to deliver messages and stories. Media relations was defined as: 'the ongoing facilitation and coordination of communication and relationships between an individual, group or organisation and the news media (Johnston, 2007, p. 4). These aspects of PR and professional communication have not changed, but they are no longer sufficient to sum up the total media role. A lot can happen in a decade! Since that time, three key changes have occurred, which have forever altered the media landscape and the position of PR٫communication within it. First, 'traditional' or 'legacy media newspapers, radio, television, magazines, radio and so on have altered, and these industries have been forced to change and adapt. Second, 'non-traditional media platforms blogging, social networks, gaming and others have expanded and gained unprecedented traction in the media marketplace. Third, mobile technology has dramatically changed the way people consume and create their own media, which are no longer set in place or time, but have become seerningly infinitely flexible.

The changes have given rise to a media contradiction: these are at once separate industries many industries in fact and part of one single industry. Consider newspapers, television, gaming and app development, for example-all global industries in their own right. Yet they are also so closely connected and interconnected that these and other industries continually impact on and cross over into each other's space. On the one hand, they represent the development of whole new media industries; on the other, they rep- resent the blurring of the distinction between mass and interpersonal communication (Turner, 2016).