Peter Himler’s views on Forbes.com about the changing media environment aren’t exactly news in this digital age, but he expresses them well at a crossroads for PR. It’s now content at least a much as contacts that counts for relational influence, Himler advises.

“No longer must PR pros rely solely on the benevolence of journalists to advance their clients’ news and narratives,” Himler writes. “There are a myriad new ways to gain traction for one’s message or messenger that have little to do with convincing a journalist of its editorial merit.”

These days social media followers matter at least as much as media contacts. Hear Himler out.