President Obama delivers his final State of the Union Address Tuesday night, with the fight against international terrorism expected to take center stage.  A lot is riding on the speech, which will help set the tone for the rest of Obama’s term in the Oval Office as well as the 2016 presidential election.

The president, of course, will address several audiences, including Congress, the American public, the media and U.S. allies. He probably won’t rattle off a litany of legislative efforts, but focus on larger themes facing the nation, according to the New York Times, namely terrorism.  It’s Obama’s final State of the Union Address, and he’s got to make it sharp one if he wants it to burnish his legacy.

The possibilities are nearly endless for creating new forms of public outreach.  No one understands this more than 5W Public Relations CEO Ronn Torossian, who has been a PR expert for over 15 years.  With these resources, it will not be long before the entire public relations paradigm shifts and the interconnected worlds of business, the web, and media outlets are able to fully work as one to provide everyone with exactly what they want.

For example, if you Google “airlines” or “flights” multiple times over a few days, you will begin to notice that the ads popping up on your Google searches and YouTube videos tend to be about travel.  This is the way that these sites work with advertisers to try and find those people most likely to use their services.  If you are regularly traveling, an ad telling you about 10% off hotel rooms may be something you genuinely want or need.  It’s called “microtargeting,” and it has proven to be fairly effective.