Content marketing key to journalists’ migration to PR

As newsrooms empty, writers are going where storytelling has a future—public relations departments and agencies.

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The Bureau of Labor Statistics reports that the number of journalists has dropped 25 percent since 2000, and is expected to decline another 8 percent between 2010 and 2020.

That would be bad news for those of us with journalism skills—if it weren’t for content marketing. Brands now hire us to do for them what we once did for news organizations: tell stories.

That may have something to do with the 63 percent spike in PR specialists and managers from 2000 to 2010—and the expected 21 percent increase by 2020:

The Reuters Institute for the Study of Journalism recently issued its Digital News Report, shedding light on the state of the profession. Readers from around the world shared their news consumption habits. For those who use smartphones and tablets, the majority (73 and 75 percent, respectively) check the news “several times a day.” For those who use a tablet, smartphone, and computer, that number of frequent news checkers jumps to 88 percent.

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