7 ways online media benefits public relations

The massive shift toward digital media continues for new and traditional press outlets. Here’s how you can explain the change to your clients, including why it helps them.

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While these magazines and newspapers remain a crucial part of any PR strategy and campaign, their online counterparts and new Internet-only media are steadily eclipsing them.

A few weeks ago, Newsweek became the latest magazine to announce it would cease publication of its print edition in favor of a digital-only format by year’s end. This isn’t the first announcement of its kind in 2012: SmartMoney Magazine killed its print publication in the summer, and rumors have swirled that the U.K.’s The Guardian is considering a switch to a digital-only edition.

This trend will likely continue in the coming years as, according to the Pew Research Center’s statistics on print vs. online media, more than half of Americans receive their news from digital sources, and the number of people relying on social media exclusively for their news has doubled in the past two years.

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