Media Relations 2.0: Bridging PR and Journalism

As the newsstand shrinks, communications professionals are making more room for themselves in the expanding domain of digital media. But this historic shift in the delivery of news content has also challenged PR practitioners—especially those who got their start as reporters or editors. These are the folks for whom grabbing a morning cup of coffee and reading their favorite paper is a deeply ingrained ritual. Many of them are going through withdrawal, though, because their favorite paper is shrinking or has ceased publishing (think Denver’s Rocky Mountain News).