Eleanor reflected on her long and dynamic career, including the rise and fall of Newsweek due to the popularity of online news outlets. She noted that since Tina Brown's addition of the Daily Beast, the online news publication, Newsweek has seen its numbers rise once again. Eleanor acknowledged the ever growing role of social media and its use in the current administration pointing out that the Obama White house is very much geared towards social media and does not solely relying on the White House press corps – something different from previous administrations. As for PR pros, Eleanor reminded IPRA members to pitch to the appropriate outlets, and cautioned that doing otherwise is a waste of both parties time. Eleanor also pointed out that these days her inbox is inundated with e-mails and that making a phone c all may prove to be a more effective way to make a pitch.