Today I had the opportunity to attend PRSA Dallas’ annual Communications Summit. This year’s theme was Digital DFW and the organizers planned some great sessions on how digital communications are changing the media landscape.

Here are my top five takeaways from the day:

1. Shama Kabani (@shama) opened the day with a presentation on the Top Digital Trends for 2012. Kabani, a Dallas native, is the     founder of the Zen Marketing Group and is a very impressive communications personality.

My biggest take away from her presentation was that online content is becoming more identity based and personalized. She predicted that online content will draw from our social networks to provide personal experiences in 2012 and beyond.

• An example that she gave was the Facebook web series AIM HIGH. The series allows viewers to watch a standard version of the show or a personalized version that plugs in information from the viewer’s Facebook profile.

2. Kabani and the presenters in the afternoon session about the Future of the News Media discussed the growing importance of information curation and aggregation. Jake Batsell (@jbatsell) said that more digital content was produced in 2010, than all previous year combined, making content curation and aggregation tools and skills valuable in the new media environment.

• Kabani suggested the web application Pinterest. It’s a fun, online bookmark system that organizes and stores all of the visuals that you find online.

3. During the late morning session Dr. Doug Newsom and Eve Mayer Orsburn (@linkedinqueen) discussed the globalization of communications. They both reiterated that you need to be aware of legal and cultural differences in the countries where your client and/or organization do business. These differences can impact how your public relations program is perceived and get you in trouble.

• Newsom suggested that everyone read up on the Stockholm Accords and the Barcelona Principles to stay out of trouble.

4. Kevin Sullivan (@Ksullie), former White House communications director, delivered a keynote address on how to be a trusted advisor. During his presentation Sullivan recalled his path to the White House and shared some great advice from Ted McPherson, former U.S. undersecretary for education: “Take a look around, see where you can add value, and be bold.”

• Sullivan also suggested this video of Guy Kawasaki talking at Stanford. In the video Kawaski discusses the importance of making meaning and changing the world over making money.

5. In the afternoon, I attended a panel on the Future of the News Media. Reginald Hardwick of KXAS noted the changes to broadcast news saying newsrooms are using Twitter and other social media platforms as their scanners. On the flipside, Jake Batsell discussed how the changes in the media environment are empowering public relations professionals to push out their own content in the digital world.

• Panelist Jim Mueller suggested Niall Ferguson’s recent article “World on Wi-Fire,” which discusses how digital communications have made people more reactive and volatile in all areas of their lives.

For more coverage of the conference check out #dfwcommssummit.