Yes, we know professional media aren't dying off completely, and Bennett's numbers back up this view.
What we need to recognise though is that blogs, podcasts and other forms of digital comms give us a huge opportunity to target very niche and appropriate audiences. They're part of the mix now, and just like we've always made informed choices around tabloids, broadsheets, radio, TV (and so on), the same discipline of targeting should be applied.
More often we will find old media breaking news online anyway.
Social media are forcing PR to spill over the boundaries - and as long as online amateur content is making people cynical of brands, it's for PR to keep up with the noise. A simple RSS reader is a good start for monitoring what's out there.
Anthony Moore, board director, Consolidated Communications.