Five changes in journalism and what that means to the way smart PR agencies are working

Thanks to our friends at Burrelles Luce for putting the journo insight together. We couldn't agree more... in fact we believe that any good public relations agency worth their salt is changing the way they are working.

1. Long is now shorter. Rand Morrison commented that "Long is shorter than it used to be," at the Bulldog Reporter 2010 Media Relations Summit.

NettResults Takeaway & How Smart PR Agencies are Adapting: Be succinct. Understand your message and be able to share it in a compelling manner with a few key bullet points.

2. Slow is now faster. Stories break on Twitter live as events unfold. Getting a story right is challenged by an increase pressure to get it out.

NettResults Takeaway & How Smart PR Agencies are Adapting: Anticipate journalists' needs and serve as a valuable resource. Maintain an accurate, up-to-date, and comprehensive online newsroom or press center. A quick responses and immediate follow up is essential.

3. There is a need to be more resourceful with resources. Cuts in newsroom operations means that journalists are working longer hours, with heavier workloads and a heightened sense of concern regarding job security.

NettResults Takeaway & How Smart PR Agencies are Adapting: Passing along tips and information that will benefit the journalist (publication and readers), whether or not it is for a specific client, will be appreciated and help to build a strong relationship. Likewise, those who are able to help journalists save time by bringing together multiple resources have a distinct advantage.

4. The brand of a journalist is not always limited to the publication. Many journalists now have Twitter handles, Facebook pages, and personal blogs.

NettResults Takeaway & How Smart PR Agencies are Adapting: There are now numerous opportunities to listen, engage, and build stronger relationships with influential journalists.

5. Competition is more competitive. Social media has also increased the challenge of being the first to break a story or add a new and unique angle.

NettResults Takeaway & How Smart PR Agencies are Adapting: Exclusives are more valuable than ever. When you can't offer an exclusive, consider whether you have a special angle or resource to pitch. What value can you offer the journalist to help him or her provide unique value to readers?

What changes in journalism do you think are shaping killer PR?