I asked a group of students to list all available media channels for an imaginary local awareness campaign.
They began with mass media (print and broadcast) but quickly added social media. Soon they were thinking more creatively about the meaning of media ('means of communication') and were creating events and other opportunities to meet important groups of people.
Contrast this with the chapter I've just consulted in a very recent - and rather good - textbook on marketing communications. The chapter on media management is a straightforward (and very old-fashioned) account of media buying for a conventional advertising campaign. Social media and unmediated communication received no mention.
I recognise that I'm not comparing like with like. I also see that it's easier for students to think broadly since they've not been conditioned to focus on one channel (eg editorial coverage) - but I find the contrast highly encouraging.
The CIPR student representatives I met yesterday proposed many very good ideas for Behind the Spin magazine. Also very encouraging.