Over at Bad Pitch Blog, the discussion on the demise of journalism is taking place. Kevin Dugan evaluates how quickly print outlets, especially newspapers, are to to layoff reporters due to the slumping economy and also the fact that the Internet is taking over – everything. He delves into how these cutbacks may or may not affect the public relations community.
It is no surprise that traditional journalism has been evolving with time along with every other industry out there. Our society is certainly technology driven and the majority of people can take in their news via the Internet which saves them time and saves them from the inevitable inky fingers.
How does the transformation of print media to a domination of online media affect PR? I think it will especially change the way we pitch. When building media lists, I focus on digital media targets because the chances of my client being read about in a popular blog with a large following (even though I hope blogging will not completely replace journalism), seems to be more likely nowadays then being read about in a local newspaper somewhere west of the Mississippi.
How do you fellow PR people feel about it? Should we concentrate more on pitching the online world or still give equal attention to where it all started; conventional print journalism. Also, because there seems to be a growing trend across the nation of letting go well-respected and veteran journalists, does that mean PR professionals are next? Should we be nervous that we are entering a field that may also be on the brink of demise? Or should we feel the opposite as Kevin suggests, that the decline of print media leaves more room for us to be successful and take over what “once ruled”?