In today’s communications landscape, traditional media outlets are no longer the only parties distributing and shaping public information. Influential social-media personalities, online creators, bloggers, community journalists, and other “alternative information outlets” often have large followings, strong engagement, and the ability to shape the public narrative. For government agencies, this presents both opportunity and risk. In this interactive session, we’ll examine how agencies can proactively manage relationships with these influencers and integrate them into the wider public information strategy, while maintaining the standards of accountability and transparency. We’ll draw on a recent high-profile news conference held by the Riverside County District Attorney’s Office and explore how our agency had to prepare for interactions with traditional and non-traditional outlets, manage expectations, draft messaging accordingly, and anticipate the shifting media ecosystem. Participants will leave with a strategic framework, practical checklists, and decision trees they can apply when social-media personalities become stakeholders in their issue area.