The process of combating piracy and copyright infringement has become increasingly difficult with the advent of new technologies. The transition of music and videos to an online platform has impacted the entertainment industry as well as consumers. The availability of content online has changed the way consumers purchase and listen to music. There are several legal channels for consumers to obtain music and videos online, through live streaming, on-demand, pay-per-view, live television, and other authorized music services and websites. However, consumers also use illegal means to obtain music and videos through illegal file sharing. Among these ways, the most popular are peer-to-peer (P2P) networks which allow users to connect directly to each other and create a file sharing network. Although it is illegal to download and distribute copyrighted content without permission, it is considered illegal. be a widespread practice. Uninformed consumers expect that it is okay to download anything from the Internet and that they will not do anything wrong. However, even among those who know it is illegal, some continue to download illegally, believing that their downloads would not cause much harm to the entertainment industry or that they would not be stopped. As for content owners, consumers are expected to pay for products through available legal options; and that if they do not, there should be a system to deter them from such behavior. To begin, we will look at previous copyright laws that influenced the Copyright Alert System – commonly known as CAS, in effect today. Piracy is a major focus of the entertainment industry, its constituents, government... ... middle of paper ...... it is essential that they stay abreast of the laws on copyright and monitor their clients' actions remotely to ensure they are behaving both ethically and legally. Additionally, the CAS system will affect or even change consumer behavior, by affecting the accessibility of IP content, which involves the channels they use to obtain copyrighted content, the cost of obtaining of this content and the experience of relating to it. Ideally, this would also change the cultural context, for example the way they value creation; whether people think creators should be paid for their works, etc. Behavioral change and cultural change are contributing to the revolution in the intellectual property consumption ecosystem, which PR professionals should know about since situational awareness allows us to engage, and communicate strategically.