Media/Communications Process It’s reinvention time. The vanishing press is a problem for society. It’s also a massive business challenge for the entire media industry, which includes advertising and PR. Richard Edelman, president and CEO of Edelman, is freaked out. “This is a shocking development for those of us in PR who have relied on the mainstream media as our primary means of distribution of information. “PR people must evolve their approach and bring credible information directly to people. Mainstream PR firms must go beyond pitching stories to developing our own audiences, providing them with substantive information that is useful and shareable…We are in the business of building relationships that yield consumer insights and active discussions. “We must go faster. All of our PR teams must think like journalists, find stories and get them out quickly. This is my big project for the next six months. This is ‘do or die’ for the PR business.” Article: The Disrupted and Disappearing Press Also Diminishes Advertising and PR