PRN continues to restructure

NEW YORK: PR Newswire (PRN) has widened the focus of its media relations group to be more inclusive of new media, and renamed it "the audience development group."

NEW YORK: PR Newswire (PRN) has widened the focus of its media relations group to be more inclusive of new media, and renamed it "the audience development group."

The audience development group will cultivate and maintain relationships with traditional media journalists, members of new media, such as bloggers, and social network influencers. Last week, PRWeek reported that PRN had cut 25 positions across departments, but the newswire says it is actively recruiting for the new group.

"For anyone who follows PR and the media, it's clear [that] there has been a sea change in how people consume information," said Sarah Skerik, VP of distribution services, who is overseeing the new group. "Our clients want to reach consumers directly, go straight to bloggers, [etc]. We've gradually been working toward developing this group. We're taking it to the next level and making the commitment and the investment."

As part of last week's announcement, PRN cut six positions in the media relations group; however there are now six posts available in the new group, including the lead director position. Those who held positions that were cut may apply for the newly created posts, the company said in an e-mailed statement. In a separate e-mail, the company said that, even with various cuts and restructuring, PRN headcount is up 6% from last year at this time.

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