PR media has never been more exciting

One of my mantras is that there has never been a more exciting time to be working in media, while at the same time there has never been a more frightening time for our profession.

One of my mantras is that there has never been a more exciting time to be working in media, while at the same time there has never been a more frightening time for our profession.

There are more media outlets than ever and more opportunities to reach readers/viewers/listeners/consumers. But there are also more pressures on media business models than ever before, with fewer people typically doing more work for less money.

If I may say so, this is well-illustrated by PRWeek's excellent ‘Required reading' feature in the August issue of our print magazine, which has attracted lots of attention and produced lots of comment.

Of course, it's impossible to summarize the best of everything that's out there in one five-page feature, but this is a noble attempt that I'm sure will have people bookmarking a bunch of new blogs, web tools and Twitter feeds for future consumption and enjoyment.

It's not intended to be the definitive list and of course there are plenty of other excellent sites out there that we didn't have space to mention. But it's a pretty good starting point and will repay close attention in terms of stimulus for future creativity and business-building.

In fact, it's a fine example of modern media in action – an article that signposts readers to sources of information outside the publication in question on the burgeoning social web.

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