...the shrinking newsroom doesn’t mean doom for the PR profession. According to Pew, there are many other new players producing content that “could advance citizens’ knowledge about public issues”—such as Kaiser Health News, Insidescience and the Food and Environment Reporting Network. And whatever sector you’re targeting (for-profit or nonprofit), there is a trove of Web sites that can serve as a conduit to your audiences and constituents.
Social media is also filling the void. In an admixture of the old and the new, using social channels to spread the word plays into how people have gravitated toward news and information since we crawled out of the ocean: learning from our friends and family. Social networking, the report added, is now a part of this process: 15% of U.S. adults get most of their news from friends and family this way, and the vast majority of them (77%) follow links to full news stories....
Have to agree. Media relations is now a tiny part of PR.