It is due time that journalists stop complaining about the work of public relations pros and people from the PR Agency World.  In The Economist on March 30th, there is an article which discusses the annual report of the Project for Excellence in Journalism at the Pew Research Centre, the aptly titled “The State of the News Media 2013.”

Surprising no one who follows the media, “the report indicates that newspaper staffs have shrunk by around 30% since their peak in 1989, and newspapers collectively now employ fewer than 40,000 full-time professionals, the lowest number since the mid-1970s.”

And naturally, corporations and PR pros are increasingly contributing quality content – but The Economist is not fond of the idea that “newspapers and magazines are also relying on outsiders to fill up space as their staffs shrink.” While the newspaper seemingly indicates its ok for think-tanks to do so, “a more pernicious trend is the growing number of public-relations workers. In 1980 PR flaks and journalists prowled in around equal numbers; in 2008 the ratio of PR folk to journalists was nearly four to one.”

The world has changed. “Every man” is today a journalist.  CNN, Fox, or The Economist didn’t break news of Bin Laden being killed (or Qaddafi) – the citizen journalist did.  And today, corporations and public relations pros can create content without needing a filter.
Independent media will always be important, but the times they are a’ changing.


Ronn Torossian

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.