Read the full article here: 'The PR man is in a lot of trouble' - C4's Jon Snow dissects the past, present and future of media
Channel 4 News currently presides over an enviable social media presence, with 1.2m followers on Twitter and a Facebook page that receives 250 million hits a month, compared with BBC News, whose Facebook page receives 167 million, Sky News on 125 million and ITV, on 67 million.
He said: "There will be jobs that amount to journalism. But they will be online and they will be multi-skilled. I just think it’s going to be a different beast; doing the same job a completely different way."
His advice for those trying to break into journalism now was to try and join an online team.
In a wide-ranging interview, Snow, who is "friendly" with Alastair Campbell, also mused on the relationship between journalists and PR professionals - and admitted that the latter had the harder task.
He said: "I think the PR man is in a lot of trouble... It’s a fantastically dodgy business because you’ve got to foresee what I am going to ask you. Obviously I, in turn, am looking for a left-field shot, or a right-field shot, so I think they really have to be chess grandmasters."
And of the traits he most admired in PR and comms professionals, Snow teased: "I admire their originality, I admire their courage and I admire their capacity to lie."
Snow, who regards his lurid ties and socks as his personal brand, told PRWeek he did not envisage crossing the fence and becoming a spokesman for any organisation, saying he did not think he was loyal enough.
And he said the proliferation of high-quality online content competing with news for the attentions of the public was fair game.
- Come back to PRWeek.com/UK tomorrow for the full interview