We are living in an era of “speed” and influence; an era in which information travels extremely fast and reaches huge audiences; an era in which individuals act as reporters since they are able to transfer and post information 24 hours a day. The fact is that the way people get informed is changing and the social and new media have great contribution on shaping the public opinion. Word of mouth is getting as powerful as ever before.  However, public relations and marketing communications in general should be faced rather differently.