PR’s Evolving Role

Some have suggested that the emergence of social media means that communications intermediaries like journalists and PR professionals are no longer needed.

After all, the thinking goes, when people and companies can easily launch their own soapboxes via blogs, micro-blogs and social networks, why turn to PR and the media to help get the word out?

 

I would argue that now more than ever you need communications professionals – especially the ones who understand the changing communications and influencer landscapes and can help you navigate it, craft an attention-getting story and get your message out amidst an increasingly noisy environment.

 

DBMS and BI guru Curt Monash has written some very detailed posts about the state of media on his Text Technologies blog (see Where I think the Information Eco-system is Headed and The Grand Discussion on the Future of Journalism).  His posts are great reads, you should check them out.

There are many excellent links referenced, including a number that discuss implications for tech media and tech PR.  One link in particular that drew my attention describes what is happening in the field of science journalism. 

The Nature article Science Journalism: Supplanting the old Media describes the impact of social media on the field of science reporting.  It does this by capturing the perspective and citing the career trajectory of Ars Technica science blogger John Timmer:

Timmer’s tale is emblematic of a shift in the way science meets the media. In part because of a generalized downturn, especially in newspaper revenues, the traditional media are shedding full-time science journalists along with various other specialist and indeed generalist reporters.

The article goes on to describe a corresponding rise in the need for PR content:

At the same time, [traditional journalists] rely heavily on the public-relations departments of scientific organizations.  As newspapers employ fewer people with science-writing backgrounds these press offices are employing more.

PR's role is evolving, creating opportunities for those who stay on the cutting edge and deliver value to their clients amidst a changing communications arena.