A recent Advertising Age article does an excellent job of explaining how it’s changed through a couple of mini case studies.
Ad Age‘s Alexandra Bruell explains:
“Today, PR pros are drooling over the journalist or news organization with the most followers on Twitter. In some cases, where a journalist’s followers are so substantial they can make or break a story, that might mean reaching out to the individual before giving their media brand a thought.”
What this says to me is that the journalist has more of an opportunity than ever to become more influential than the outlet he or she works for. This isn’t necessarily a new concept (Roger Ebert comes to mind, as do several syndicated columnists who came and went over the years). But it may be more ubiquitous in the Digital Age.