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It takes two to tango.

Less than 10 years ago, Molly Borchers, Senior Communications Strategist for (W)right On Communications, ditched her journalism career to join one of the fastest growing industries, public relations. But, she finds herself still doing some of the same work she was before.

I just finished writing an entire article for a journalist because he was too busy to write it himself. Let’s just be honest here:  A regular part of my job as a PR professional is to write articles that get published verbatim in magazines, newspapers and blogs. The journalists I work with depend on those articles because they often don’t have enough manpower to produce all the content in-house anymore.”

Borchers isn’t experiencing a workload that different from the average PR professional. More students and journalists are pursuing a career in public relations. With an ever-growing public relations field and a diminishing journalism network, how is this going to change news?

Public relations professionals understand that an unbiased and third-party media source is necessary to achieve the most robust results for clients. While adapting to the role of ‘journalist,’ is becoming more common, it’s not a remedy.

Ann Keeling says:

Third party credibility is where it’s at.  Writing white papers that you self-publish are nice and all, and you think so, but who else thinks so?  This is where media outlets come in.  If your content and ideas are really good, and you know what you are doing (or better yet, have PR pros that do), outlets will publish your content.  Then suddenly clients and prospects may have a very different opinion of your expertise

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