A 'WILD WEST' IN MEDIA MAKES PUBLIC RELATIONS MORE IMPORTANT

NEW YORK, Nov. 28 /PRNewswire/ – The proliferation of media and the fragmentation of readers and audiences that has caused major headaches for the advertising business has made public relations more important than ever, according to research findings issued today by PRGN, an international group of public relations executives

A sea-change in media has also opened PR to competition from other businesses, including advertising agencies, lawyers, Internet providers, management consulting firms, corporate managers and Web marketers, according to the report by the Public Relations Global Network (PRGN). The PRGN agency owner-practitioners reviewed changes that have taken place in the media over the past 10 years and asked members what this means to the profession.

Their survey of media research shows that a decade ago, only one or two different media channels would be used to reach targeted groups. In general, the message would be a full-blown, well-thought out, well-researched explanation.

Today, there is a complex, chaotic environment of "half-truths, whole truths... the wild, wild West," says the PRGN report.

Recognized communication platforms are so complex, and the credibility so poor that — thanks in part to the continuous morphing of technology — citizens are creating their own news forums, the report says.

Key PRGN Findings
Other key findings of the report include:

• The value of PR as a resource to corporations, government and institutions has increased, based on the need to address complicated issues and fragmented targets.
• Traditional PR practices continue to generate success over time and have become even more valuable today.
• Agency owners and PR executives are most concerned about:
  • Managing their PR businesses in the competitive environment
  • The declining need for detailed, in-depth information
  • Relying on celebrity and buzz rather than well-researched facts
  • Recruiting the right staff people

The findings are in the two-part report, "The Changing Media Landscape: Implications for the Public Relations Profession," prepared by Market Response, a division of PRGN-member agency JMC Marketing Communications & PR in New York.

Findings are based on in-depth interviews with 20 members in North America and Europe.

PRGN (http://www.prgn.org) is an international organization of leading independent, owner-operated public relations agencies with 32 member agencies and over 50 offices around the globe.

SOURCE Public Relations Global Network Web Site: http://www.prgn.org

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