Yesterday, we had a lunch and learn at Thornley Fallis about the increasing importance of social news to our profession. As we sat around the boardroom table, we talked about citizen journalism and how it’s forcing mainstream media to adapt and/or adopt. We discussed the merits of reading these sites and those like them to get a sense of who’s out there reporting the news for free. We talked about how one would go about “pitching” these amateur journalists (and by the way, the answer is to not pitch them at all). We also got into a discussion about social bookmarking, but ran out of time to go into any great detail.
Fifteen years ago, a conversation about how almost anyone can become a member of the media would not have been conceivable. Similarly, fifteen years ago there was a lot less material PR professionals had to keep up with on a daily basis. My point: there are a lot more ways for PR to get their message across these days, but there is also much more that PR professionals need to keep their eyes on. Constantly. [Read more…]