Being the News or Reporting the News?

As the media/journalism landscape evolves before our eyes, we, as public relations professionals, are challenged with what to make of it and how to either change how we work with the media or, as I like to think, take advantage of all the changes taking place and actually become the media. At SDSU we’ve taken the diminishing media opportunities as a cue to do it ourselves, to become, in essence, our own news bureau.

Demilitarized Zone, South Korea

Demilitarized Zone, South Korea

We have so many resources – experts on virtually any topic – at our disposal that we can respond with a comment on just about any local, regional, national or international story. So, that’s what we’re doing. Just this week we flipped around our PR hats into reporter hats and contacted SDSU professors to respond to stories about the pirates off the coast of Somalia and the escalating UN conflict with North Korea.

We’re not abandoning traditional PR – pitching, responding, being a resource to the media. But as we move forward we’re going to continue to localize national events and stories by reaching out to the expertise right here on Montezuma Mesa and producing our own take on the news of the day.

I think a big part of the future of public relations is actually going back to its roots – becoming journalists again and telling our own stories. What do you think?

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Filed under New Media, University News

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