The media relations landscape has changed as traditional publications have downsized, re-focused online or been eliminated altogether.
Fundamentally, Public Relations serves two groups: The companies that pay for representation and the journalists, analysts, reporters and increasingly, bloggers, that rely on PR professionals as a source of news content.
Ad dollars shifting online combined with changes in consumer information discovery, consumption and sharing habits via the social web present both challenges and opportunities for PR agencies to deliver more value to their clients. That value can be provided through integration of SEO and social media with news content.
In a 2008 Journalists Use of Search Survey by TopRank, 91% of respondents reported using standard search engines to perform activities such as research companies, past media coverage and subject matter experts. In the same study, 64% reported using social networks, 55% use blogs and 50% use Wikis as social media tools.