Amidst all the hype around social media, many communicators have been quick to equate word of mouth communications solely with blogging and online social communication. But that's only one piece of the complex WOM puzzle.

According to word of mouth consulting firm Keller Fay Group, US consumers are engaging in more than 100 marketing-relevant conversations every week. And less than 10 percent of those discussions are happening online. Further proving that the water cooler is alive and well, Keller Fay suggests that more than 70 percent of WOM conversations are still face-to-face, verbal discussions.

If you're trying to spread the good word about your organization, it's critical to surround your audience with positive messages consistently across a number of channels -- mainstream media, direct to consumer, experiential, and consumer generated media.

Strong public relations programs begin with a clear understanding of the channels that matter to your key constituents, and should include creative strategies for delivering messages appropriately across these channels to drive word of mouth in many forms.

A holistic approach to message delivery helps make your company's news inescapable, and can help drive positive word of mouth (both on and offline) about your brand or organization.

While we can't fully predict the channels, devices and technologies individuals will rely on for information 50 years from now, PR practitioners need to continuously evaluate the media landscape and optimize their communications mix to reach audiences effectively.