Preocupante? On-line era leaves media out of loop: Blogs and other on-line tools that enable companies to speak directly to consumers are pushing the news media out of their central role in public relations, says the head of the world's largest independent PR firm.
Richard Edelman, president and chief executive officer of Edelman Public Relations Worldwide, said that as PR practitioners rely less on the media to get messages out, they need to act more like journalists. [...]
"If we're just putting stuff up [on the Internet] and people are reading it and accepting it as truth, then we should have a journalist-level quality as our objective instead of a promoter objective."
