Porter Novelli

Great panel discussion: “More Smart. Less Stupid. PR For Better Business” sponsored by the Council of PR Firms and chaired by our Porter Novelli CEO @GaryStockman.

Lines between the classic definitions of news and journalism are blurring quicker than is comfortable for most communication professionals. What is news, and who brings it, and controls its authenticity. With citizen journalism, thriving blogger communities and hyper fast social networks like Twitter beating the big traditional news consortia heavily on speed and authenticity, the silent question in the room was clearly:  Is journalism dying?

Let’s face it: it is not. While lots of journalists are still moaning because social media just got the net worth of its precious press card down considerably, others are embracing the new toolkit, and the new way of working.  For the public, there is no difference between a good blogger and a good journalist. A verifiable link on Twitter gives a news story as accurate as a snippet on CNN. Journalism  is not dying. It just went public in a big way, turning millions of engaged and highly connected citizens into the game.

Like with noodle soup, the best bits will float on top real soon.  Darwin voiced it in a very trendsetting way: It is not the strongest that survive, nor the most intelligent… but the ones most adaptable to change.

News and journalism moved on, into a new space. Your traditional way of thinking about your corporate communications will by no means be able to cope with this dramatically changed set of rules. If your internal and external communication professionals are not ahead of the curve, and adapted to an era where more than ever the public controls your brand, you’re in for a bumpy ride.

1 Comment

  1. 0rMe_JoHn8

    Interesting that this debate is still rolling. The
    traditional skill of a journalist is digging out and verifying facts that were
    not otherwise apparent, and providing informed context for the reader/viewer to
    make sense of the report. By giving an accessible voice to everyone, social
    media means that the digging part is often far easier, but the analysis of how
    and why events happen is getting more complex. Skilled analysis and
    context-setting is high value, and this is one of the key skills of corporate
    and brand teams in the social media age – understanding how the context is
    being set and interpreted around their products and services. The traditional
    third-party engagement skills of PR have never been so valuable.