Gary Goldhammer –author and storyteller.

Okay, before the PR purists get their keyboards in a digital wad, I know that the press release is still alive and still has a purpose, especially with regard to investor relations.

Nevertheless, today was significant. Today was another step on the road toward the erosion of online and offline media, toward the marginalization of traditional "massive" media and toward the democratizing effect of media created by and for the masses.

For today, the world learned that Barack Obama will explore a bid to become president of the United States not from a leak to CNN and not from a press conference on the Capitol steps, but from a video posted on his personal web site. The first candidate for the You Tube era has arrived.

Continue to do you job the same way, with the same tools and tactics, and with the same mindset and assumptions of who and what is media, and you will be fine for a while.  You just won’t be in this business for much longer.