Ivy Brain's Reena Jadhav speaks with Kathy Johnson, Co-founder Consort Partners about the new rules of public relations, and what entrepreneurs must do.

Some of her insights:

PR has gone from being a one way to a two way conversation with immediate feedback.

Press releases are no longe the only way to break your news. Twitter, blog, video posts must be on your list of ways to disseminate your news. 

Bloggers are not just old-school journalists, but VCs, entrepreneurs, and journalist converts. So, once you news it out, it's truly out there for anyone to write about and comment on. This is a fundamental difference in the new "world" of PR, where news has a life of itself once it's published.

She advises executives and founders build a direct relationship with the media rather than relying on the PR team to be their communication mouthpiece. She believes the new role of PR is to be a "matchmaker" and to train the executives to build and manage trusted media relationships.

Kathy gives her perspective on the value of getting on the Oprah or Rachel Ray show. Listen in to hear that and what should be the objectives for PR in this rapidly changing media World.