This past week, PRWeek and Marketwire sponsored a webcast on “The New Rules of Media Relations.” As media shrinks and shifts, it becomes more difficult on both sides. Reporters are under more pressure and have fewer resources, while PR pros have to keep track of a growing blogosphere and a revolving (mostly revolving out) door at mass media outlets. These challenges exacerbate already existing tensions between the two sides.
Yet, during the webcast, the three journalists on the panel praised the ...