Technology has accelerated the way we connect with each other, access information, share news, thoughts and ideas and find out things. This presents a unique challenge to marketers and PR professionals that, incidentally, is reflected in the way the nature of war has changed and the way army snipers operate. This is part of a presentation I gave to an audience of Public Relation professionals at the International Public Relations Association (IPRA) event in Sofia, Bulgaria: SOPR: SOMARKETING: SOFIA.