It's no secret that the media has changed beyond all recognition in the last ten years, with print circulations down by 50% and digital news sites struggling to turn a profit. As a result, the symbiotic relationship between journalists and public relations professionals has become even more strained.

In this episode of the Digital Download podcast I talk to veteran tech and business journalist Guy Clapperton about how digital has changed journalism and about how journalists now operate. We also talk about how PR consultants can best work with journalists in an age where maintaining a relationship is increasingly difficult.

Here's what is discussed in this episode:

Why paid journalism could be unsustainable due to digital
How journalists can help battle fake news
Why some amateur journalists can now be as good as professionals
How the internet has significantly increased the competition among journalists
Why the influence of the news media has changed
How the collaborative nature of multimedia has altered in favour of marketers
Why technical skills are now so important to PR professionals
Why content will also trump technical perfection
Why incremental changes are driving new behaviours, skills and thinking
How PR professionals can best stay in touch with journalists in 2018/19
How GDPR has adversely affected the journalist/PR relationship

 
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