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April 11, 2012
Eyes Searching For What's Ahead
Just watched a gripping TV recreation of the sinking of the Titantic from the perspective of the men in the engine rooms who fought to keep the ship afloat as long as possible. Without overdoing it, you almost get a similar feeling about the changing media era we're in — how long will the traditional media be able to hold on, and what will be replacing them? Our information screens won't go blank, but they're likely to be very different. On NJTC TechWire, Eileen P. Monesson, of PR Counts llc, offers her sense of how "today's integrated media environment" is functioning.

"Even with all the hype around social media," Eileen writes, "there is still a valuable role for traditional media in PR for the following reasons" — mainly that traditional media — The Wall Street Journal, The Harvard Business Review, CNN News and the like — is a well-respected "recognizable brand," and "social media feeds on traditional media." But that's today. The challenge for savvy PR people, while working in today's setting, is to try to figure out what tomorrow might look like. Will the traditional media moorings always be there? Or how different will they, or the new ones, be? 

Keep thinking about, and imagining, that horizon.

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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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