Lately, I’ve been thinking about journalists and the role they now play in media relations.  While reporters have typically been the target of traditional PR, the industry is rapidly changing – and not in their favor.  It’s no secret that newspapers are suffering, and layoffs (or early retirement offers) are rampant. 

As a communications advisor and consultant often focusing on media relations, I have seen first hand the effects of newspaper downsizing.  Sometimes, it works in our favor.  Because so many newspapers are owned by media conglomerates, an article that runs in one paper can suddenly be found in 80 papers across the country.  On the flip side, it also means that thousands of PR people are pitching a handful of reporters. 

While journalists have long had a tumultuous relationship with PR professionals, I am beginning to wonder how much longer we will actually be pitching them.  We already know that traditional gatekeepers such as producers and editors are becoming irrelevant. 

With the rise of user-generated content, professional blogging and citizen journalism, is media relations reverting to simple relationship marketing?  Will traditional “pitching” disappear, replaced by better, open communication with everyday consumers who blog or have their own hyperlocal content sites?  Will media relations shift to consumer relations as people become the medium and create their own messages?

I have the book Citizen Marketers by Ben McConnell and Jackie Huba sitting on my desk and The New Rules of PR and Marketing by David Meerman Scott also looks interesting.  Perhaps delving into their content will answer some of my questions.  But in the meantime, what do you think?  We all know that the middleman is disappearing.  Will traditional journalists disappear as well?  And if so, how will that change media relations? 

As quickly as the industry is evolving, are PR professionals keeping up?

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