May 19, 2008 New Way of Getting Media Attention

According to an article on, "Media professionals today are taking on more responsibility, facing changing job requirements, and are more aware of the commercial side of the business than ever. This evolution in reporting is a reflection of the changing face of all communications, as traditional roles and practices are being challenged by newer forms of media borne from Web 2.0."
The article continues, "Social networking, blogs, online video, search engines and RSS feeds have woven their way into the fabric of journalism, significantly impacting how reporters do their jobs and how news organizations structure their operations. For PR professionals, the changes offer both opportunities and challenges."
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