Johnny Royal, CEO and Chairman of social media and viral branding agency, Luthier Society, Inc., has been selected as a keynote speaker for the PRSA's Social Media and Web 3.0 forum on September 24th in Los Angeles. Royal will lead the "Emerging Social Media Technologies and Platforms" discussion and will be presenting along with Peter Shankman, founder of the HARO report.

According to the PRSA, the social media revolution has created a highly-competitive environment in which the PR, interactive marketing, and advertising communities must constantly vie for consumers' attention through these rapidly-changing platforms. As a result, social media must now be a component of any strategic communications effort, which is why it's essential that PR professionals remain at the forefront of this evolving discipline. It's about putting the "public" back into public relations, and keeping social media where it belongs -- in the hands of knowledgeable, professional communicators.

Luthier Society, Inc. is a boutique social media and viral branding agency based in Los Angeles that provides all aspects of online communications and public relations to the music, film, fashion, lifestyle and technology industries. They employ a boutique specialized staff and have worked with clients ranging from Universal Records to Sony. Luthier Society, Inc. was founded by Johnny Royal in 2007.