The changing media newsroom and how PR is now the key

The media newsroom has been changing for some time - there are fewer journalists with less time to put stories together and so public relations practitioners have increasingly been developing the content that you receive via your favourite media channel, whether this be online, radio, TV, social media or via the good old newspaper.

This is good for the PR industry as, for those of us that are adapting to this new landscape, we are finding the opportunities are growing and we continue to work well with the media but in a different way from before.

For the media however this is good in one sense in that PR is forced to work more closely with it and this should always be the cae in any event - by working together we can do much greater things and as a former journalist I am always saddened to see that so many PR's still don't get how the media works and that so many journalists simply and inherently dislike PRs.

The truth of the matter is that we need each other although I would be extremely disappointed if the quality of journalism dropped to a level where there was no more independent thought and investigation and everything was simply spoon fed through from PRs. I hope and pray this never happens and I have faith in the profession of journalism, to which I am still very closely aligned, that this will not be the case.

Nevertheless the digital age is forcing change on us all and for the main part it is good, giving us more opportunity to provide more news in more outlets.

I came across this article that I think sums up the changes to the PR profession excellently and so would like to share it. Have a read. It says everything that I think is relevant currently in our profession and gives a good indication of the changing landscape. Would be interested to hear your views.

http://linkshrink.com/a7i


Yasmine Gray
Company Director at Graymedia
www.graymedia.com.au