Good PRs should embrace editorial downturn…

September 27, 2009

…at least, according to this comment.

A thought-provoking post from Adam Tinworth on his blog recently which highlights the old-school thinking of some journalists who may believe they are entitled to an audience, by right of their position of relative editorial power in the media maze.

Not so, of course, and with the advent of social media and citizen journalism, combined with a significant cut in the numbers of trained journalists conducting newsgathering activities, it has fallen upon contemporary audiences to take their news where they can find it.

That and the fact that news consumers want information more rapidly now, and in a way which suits them, not the out-dated production and distribution models favoured by the larger newspaper and magazine publishers.

Good PRs also know that the way they deliver their client news to the Press has to change – and rapidly. What’s next?

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