The process of combating piracy and copyright infringement has become increasingly difficult with the advent of new technologies. The transition of music and video to an online platform has impacted the entertainment industry and consumers. The availability of online content has changed the way consumers purchase and listen to music. There are several legal channels available for consumers to obtain music and video online, through live streaming, on demand, pay per view, live TV and other licensed music services and websites. However, consumers also use illegal means to obtain music and videos through illegal file sharing. Among these means, the most popular are peer-to-peer (P2P) networks that 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 to be a widespread practice. The expectation of uninformed consumers is that it is acceptable to download anything from the Internet and that they are doing nothing 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 discovered. As for content owners, the expectation is that consumers will pay for products through available legal options; and that, if not, there should be a system to dissuade them from such behavior. To begin, we will review previous copyright laws that have influenced the Copyright Alert System, commonly referred to as CAS, in effect today. Piracy has been at the center of the concerns of the entertainment industry, its constituents, the government... ... middle of paper ... it is essential that they keep abreast of copyright laws and remotely monitor actions of its customers to ensure that they behave ethically and legally. Furthermore, the CAS system will influence or even change the pattern of consumer behavior, affecting the accessibility of IP content, which involves the channels they use to obtain copyrighted content, the cost of obtaining such content and the experience of dealing with they. Furthermore, ideally, the cultural context will change, for example how they value creation; if people think creators should be paid for their work, etc. Both behavioral and cultural change contribute to the revolution of the intellectual property consumption ecosystem, which public relations professionals should know about since situational awareness allows us to engage and communicate strategically.