The impact of newsroom changes and the rise of social media on the practice of media relations

Recent changes in American media have resulted in direct impacts on the work of PR professionals, from newsroom reductions in traditional media outlets to the rise of social media. This study examines changes in the media relations dynamic with qualitative, in-depth interviews from 12 PR professionals in a medium, eastern U.S. city. Findings include PR professionals doing less traditional media relations, mostly attributable to downsized newsrooms, and frustration with the resulting dearth of institutional knowledge, influx of young, inexperienced reporters, and shallow stories. While participants see opportunities to inject unfiltered messages in media, overall they value reporter relationships and using social media in communication with them and in their job. Although new media are seen as one more task on an already very full PR plate, participants acknowledge their importance and growing relevance. Overall, PR professionals see their and the industry's future including both traditional and new media.