The relationship between tech, venture capital and the media is changing

For those of us in the PR industry, the idea of sidelining the media might seem counterproductive. After all, so many of us have built our professional identities around our ability to work effectively with the press, and we take pride in securing media coverage for our companies and clients.

Nonetheless, some major players in the tech and venture capital industries are apparently “breaking up” with the media, ending their once-cozy relationships with reporters and the outlets that employ them. These companies, sensing a growing gap between their interests and those of media outlets, have begun producing their own reporting instead of chasing coverage. Like it or not, PR professionals and journalists might have to learn to adjust to this new trend.

Thankfully, communications people are an adaptive bunch, and we’re no strangers to disruption.

The digital revolution in business, coupled with an explosion of online news sources, presents the PR profession with an opportunity. Companies are now building out and “owning” their own digital media channels, becoming media and content producers in their own right. This gives PR professionals an unprecedented chance to craft stories, controlling the narrative around their clients without having to rely on third parties.