PR professionals are worried about the shrinking media landscape. Budget cuts and layoffs make it harder to secure quality coverage.
But there is still value in media relations, especially with the increased pressure on journalists. PR teams can offer support and resources to help reporters.
PR agencies must adapt to the changing industry by expanding their scope and using new measurement tools. The rise of CCOs shows the continued importance of PR in areas like ESG and DEI.
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The Media Landscape Is Shrinking, Can PR Adapt?
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