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, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.