By Rob McNealy
Principal, Contrived Media
I predict a tidal wave of traditional media outlets failing worldwide. So what’s the effect on PR? The PR industry will need to work a little harder. PR pros will now need to shift how they do business. As the mainstream media continues to lose audience to independent new media producers, PR folks will need to learn how to identify who the niche micro celebrity influence leaders are, as well as how to engage them. PR will no longer be as simple as picking up a trade journal and pitching the editor, it will involve having to pitch many more people to get the same reach.