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How to Do Media Without Live Media?
By: Doug Bedell
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Tom Foremski latches on to, and explores, the central challenge of PR firms today. How to be a media-based profession without there being as much live media to interact with anymore. The answer, of course, is to build up digital capacity, but that takes staffers, too. PR's "still very much a hand-crafted, artisanal business..."

"PR," Tom continues, "needs to figure out how to automate some of its capabilities and keep up with the changing trends affecting their clients. The major trend is helping companies become media companies simply because there are fewer reporters around to help tell the stories of clients."

It's still about story-telling, and always will be. A challenging post, this one by Tom Foremski on ZDNet.

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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