This story about media exhaustion and burnout in online journalism doesn’t mention PR.  It should.  A key job, of course, for PR practitioners is to make life easier for journalists when they report stories.  We do the legwork that they don’t have time or access to do and in the process we win a place for our clients.  Thus, the more that online journalists are stretched, the greater the opportunity for PR.  If the future is anything like today, media relations will become more important.  Content generators — i.e., reporters — will rely more heavily on PR, not because they want to but because they have to.  Our job is to serve them well and thereby serve our clients well.  PR practitioners have made a mess of media relations time and again.  Maybe this time we can get it right.

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