As PR people, we will have to be more agile in story creation and to be satisfied with smaller audiences around niche topics. Jessica's comment reinforces the requirement for all PR people to become content creators. We, in essence, must grasp opportunities to create broadcast packages, complete with video and robust storytelling. Use your HD cameras and your writing skills, and make it easy for these news professionals to say "yes." To achieve the same audience reach as a decade ago will require many more placements and more specificity of topics; this is the age of “narrow-casting.”
Richard Edelman on why PR people have to work a little harder - as journalists. And plenty more about old-school networks.