Sally Falkow has been creating news coverage for both small and large organizations for over 25 years. She holds an accreditation in public relations from the PR Society of America. Her interest in the shift in media consumption caused by the Internet led to her cutting-edge approach to online media relations. Her understanding of the convergence of PR and search has made her a thought leader in the field of online PR, brand awareness, blogger relations, and news search. Read her blog at http://falkow.blogsite.com.