If you've picked up a newspaper, flipped on the TV or visited your favorite news Web site in recent days, it's been hard to miss coverage about jetBlue's missteps following a massive ice storm last week. The airline canceled more than 1,000 flights, stranding passengers all over the country while its chief competitors continued to fly.

Just this morning, jetBlue CEO David Neeleman appeared on NBC's "Today" -- part of a media blitz over the past week -- outlining steps he and the company are taking to ensure such a massive service interruption doesn't happen again. But he didn't stop with traditional media.

In a move showing jetBlue's understanding of the changing media landscape, Neeleman also took his message directly to the masses via the world's largest video sharing site, YouTube. The founder of the airline appears sans necktie in a 3-minute segment in which he discusses changes made inside jetBlue (including a new customer bill of rights) and the company's commitment to win back customer trust. It comes off as candid and authentic -- just what the airline needs in its communication now.

As the channels where information is consumed continue to evolve, so too must PR practitioners and our ability to get the message out quickly and effectively across all myriad of media. It's a skill jetBlue appears to have learned ... and is using to help rebuild trust.