Message Control: Changing the PR-Journalist Dynamic

Gone are the days of formality. Now, the relationship between reporter and corporation requires frequency and transparency. Inherent in this new bond: a faster, more casual relationship, with corporate communications specialists still controlling the messaging, but not micromanaging. Journalists’ demands are greater than ever—they’re outputting more stories on more platforms. This gives rise to more mistakes, less time to craft a well-told story and less ability to track down sources.

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