For decades, print publicity has been a mainstay in consumer public relations. Getting your story before the millions of eyes reading print media was just about the most important measure of success. Indeed, many of us–before public relations courses and majors appeared on college campuses–were educated as journalists and aspired to be publicists. With good reason; newspapers and news magazines were the gold standard in news gathering and reporting, and the most respected source of information.  

It’s a bit sad to see how print news outlets are suffering. Since the first of the year some of the most well-known and respected newspaper mastheads have either ended print editions (Rocky Mountain News, Seattle Post-Intelligencer) or have filed for bankrupcy like the Minneapolis Star-Tribune. Others, like the Boston Globe and Miami Herald, are bleeding money. Even the venerable San Francisco Chronicle is in serious trouble.

In many instances all that remains or may remain is the online version of print newspapers. We’re not only becoming consumers of online news–watch out CNN, you may be next!–but also ”unmassed”  news consumers. Mobile devices and platforms instantaneously push just the news we want. And mass media’s coveted role as unbiased third-party endorser is being taken over by social media: online communities are respected and trusted not because they’re right, but simply because they represent shared interests and values.

What does this hold for the future of publicity as an important PR tool? It’s doubtful that all newspapers and print publications will go away, nor will they be removed from the marketing communication mix. The situation has created an opportunity for traditional print reporters to broaden their practice of journalism; many now tap into the online space as bloggers. PR professionals are no longer just pitching content and racking up media impressions, we’re building relationships and engagement with targeted influential online journalists and bloggers. We’re facilitating and when appropriate, transparently participating in social media conversations. We’re being forced to re-think media relations, and that’s good, powerful and more effective for the brands we represent.