What do you read? How do you get your news and connect with others? Are you more likely to pick up a newspaper or an iPad?

The way PR practitioners go about their daily lives affects their work, says Brian Solis. “Once they get it personally, then they can get it for whatever it is they’re trying to represent. If you don’t live it and breathe it yourself you can’t get it. It’s very cultural.”

Chris Beck, founder of 26dottwo, explores “the new influencers” in his interview with Brian Solis.

The focus has changed from newspaper and radio to Twitter and the Facebook news feed. “That is the attention dashboard today,” Solis says.

One tidbit to keep in mind? “You’re dealing with an audience who has an audience who has an audience. People are building social networks around themselves. You have to introduce value into their stream.”