What's the next great idea behind New Media?

What counts as new media is often debated, and is dependent on the definitions used. In general, “the idea of ‘new media’ captures both the development of unique forms of digital media, and the remaking of more traditional media forms to adopt and adapt to the new media technologies.”[i] With the rapid development of new media technologies including the internet, interactive television networks, and multimedia information services, their potential to increase interactive mass media, entertainment, commerce, and education can be emphasized. The rate of technological change that has transformed media and communication structures globally is reflected in the degree of attention paid to the converging media connections by the international community. One of the most attracting such new media technologies are blogs.
To add, PR area has grown rapidly during last decades and spread further to countries which haven't been realizing PR as a communication tool before. Until now, there have been lots of discussions, conferences, researches on new media tehcnology opportunities that PR practicioners can use. But, how far in Europe have these ideas been spread? Can we talk about blogs as "new PR tool" phenomena in Baltic countries, for example? What are the discussions among PR specialists like? What is the level of understanding and interpretations about blogs as PR tools?
This blog will try to provide insights into connections of new media and PR field in Latvia, find related articles, discussions and comparisons with other countries as well as analyse attractive public relations issues all over the world.

[i] Flew, Terry. (2002) New Media: an Introduction, Oxford University Press, South Melbourne, p.11