Objectives New media can make the PR field more global, symmetrical, and dialogical; and they can help organizations fulfill more social responsibilities. However, many PR practitioners understand or use the new media only as a tool to dump messages to the entire population. Practitioners and scholars need to reinstitutionalize PR with a strategic behavioral paradigm, which requires a more effective and participatory PR strategy model that uses digital media. Based on our previous discussions of PR theory, this article discusses such a PR strategy model for the digital age. Methods From the perspective of our strategic behavioral paradigm (Grunig & Kim, 2011), we discussed the strategic functioning of PR (strategizing), strategic management models, and how generic principles can be fused in the digital media environment presented in Excellence in Communication Management Theory (Grunig, Grunig, & Dozier, 2002). Results This review of our previous theorizing and our discussion of the changes that digital media bring to PR demonstrate that new media offer an opportunity to make PR more symmetrical and more strategic. However, current misuse of digital media to misrepresent and misinform provides a challenge that strategic, symmetrical communicators must overcome. Conclusions The generic principles of the Excellence Theory, which emphasize symmetric communication and strategic relationships with publics, is even more important in the digital age. Too many PR practitioners and scholars still regard the function and role of PR only as symbolic, which they believe can be used to influence and control the subjective interpretations of publics. In the digital environment, instead, PR should be reinstitutionalized as a behavioral management paradigm in which PR participates in the organization's decision-making process and seeks strategic actions.