What responsibility does PR have to the dying media? | PR Week

With the media undeniably in crisis, what responsibility do communications professionals have? Dylan published this op-ed in PRWeek on February 28, offering two options: Be like Donny, or be more useful.

Option two: Double down on the idea that PR and the press have a symbiotic, mutually beneficial relationship. Too often communications pros give lip service to this idea but don’t actually deliver. Instead, take the role as a facilitator seriously and figure out how you can help the journalists you talk to, not just your clients.

Read the article: What responsibility does PR have to the dying media? | PR Week

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