What journalists need from PR people

It’s simple: Find out what they need and give it to them

Recently 150 PR practitioners gathered in Palm Springs, Calif., at the PRSA Western District conference. One of the keynote panels was about the media and their needs in today’s Web 2.0 world. After hearing for years that the press release is dead, it was refreshing to hear them say it most certainly is not dead—in fact reporters need information from us more than ever.

Newsrooms are under tremendous pressure today. In a segment about the sale of Newsweek on Marketplace on NPR Kai Ryssdal said “Papers and magazines that have been around for decades are barely hanging on. A lot of them aren’t hanging on at all.”

When asked if he thought Newsweek would still be sold at newsstands in 10 years, Porter Bibb, who specializes in capital financing of media, entertainment, and technology ventures said: “I don’t think you’re going to find newsstands at airports or anywhere else in 10 years. Print is really on its last legs.”