By Lauren Kohn Student Writer Public relations professor Kjerstin Thorson led an engaging and thought-provoking discussion on the continuously growing and constantly changing field of PR during a March 2 High School Journalism Day workshop at USC Annenberg. High School Journalism Day, keynoted by alumna and CNN anchor Kyra Phillips, was held in conjunction with the Robert R. McCormick Foundation. More than 300 high school students involved in their school newspaper, yearbook or who are simply interested in the fields of journalism or communication attended dynamic and interactive workshops, tutorials and informative panels. They learned more about  journalism, public relations and communication while networking with their peers, professors and industry veterans. “PR is not about glossing over a product that sucks,” Thorson said, emphasizing that public relations is not only to persuade, educate, inform and advocate. It it is, however, about “advocating for something you believe in.” She said it is no longer just about getting attention in the media. It is about monitoring and analyzing your presence and reception within the various forms of new media and – good or bad – actively taking part in that conversation. With so many social media outlets such as Twitter, Facebook, YouTube and many others, Thorson emphasized that public relations is about managing relationships – and not only with your fans and their communities, but also responding and dealing with the people who don’t like your product, campaign or business. Knowing how to use these tools both effectively and efficiently will prove to be an indispensable way for building and maintaining a closer relationship with your audience. The traditional sense of who “the media” are has changed. It is the bloggers, the tweeters, the members, the business partners, the potential customers, the organization and its people and, of course, the anti-fans. Thorson also reminded the students in the workshop that the same key tenets of journalism are also applicable to public relations. There is still immense importance placed on credibility, trust and the relationship with your audience. Thorson is an assistant professor at the School of Journalism with expertise in new media. Follow her on Twitter. High School Journalism Day agenda