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May 26, 2011
For Media (and PR), the Twain Becoming One
We keep inching along the transition between old and new media, print and digital. Now Gerald Baron on the Crisis Comm blog is calling attention to the Oriella PR Network's Digital Journalism Study that shows, among other things, the extent to which journalists are relying on social media channels for information (Twitter: 47%, Facebook: 35%).

"In short," Baron writes, "what this (the Oriella report) is saying is that professional journalists get more and more of their news from digital sources, they publish and produce more of their content on digital channels, and audiences are getting more and more of the news that matters to them through the internet rather than through the airwayves, the cable cord, the mailbox or the newstand." Journalists are increasingly becoming bloggers, too.

What all this suggests for PR people is that, if you're not hanging out on Twitter, Facebook, and other social media channels, and understanding fully how they work, you need to be where the media professionals increasingly are themselves. You both may readily be getting new insights into each other.

Baron, as you would expect, has some specific thoughts on applying these trends to crisis communication. Whom do you reach, through which channels? Not print or electronic alone anymore. But figure the digital side of media out in your own settings and context. The point is, don't ignore digital as an influence entree. It's all becoming one.

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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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