On-line era leaves media out of loop: PR expert

Whilst scanning the papers today I came across this article discussing the role of the corporate and PR blogger, and how they need to adopt the values of traditional Jouranlists:

Richard Edelman, president and chief executive officer of Edelman Public Relations Worldwide, said that as PR practitioners rely less on the media to get messages out, they need to act more like journalists.

"The responsibility of PR people today has grown because we're not necessarily going through the media as a screen," said Mr. Edelman, who was in Toronto recently to discuss the company's survey on corporate trust.

"If we're just putting stuff up [on the Internet] and people are reading it and accepting it as truth, then we should have a journalist-level quality as our objective instead of a promoter objective."

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