PR Agencies: The Public Relations World Growing and Creating Content As Newsrooms Shrink

You know, its funny to me sometimes when I receive pitches from other PR firms asking me to write stories about their clients for the various places I write. Whether here at Business Insider where I write a regular column on Public Relations & marketing, my personal blog (, where I write from my vantage point of owning a Top 25 PR Agency  , or for my blog regarding my personal passion, Israel at  where I post regularly on Public Relations and Media surrounding Israel and/or the Jewish community ( ). People send me story ideas as they do “traditional” journalists.


But, of course people like me are much different – we aren’t paid to write and respond (or act) upon story ideas.  I write for a number of different places because it’s a creative outlet which allows me to express opinions and feelings on topics I care about, and I enjoy doing it. People like me creating our own content is one of the reasons that as Business Insider recently wrote, “Newsrooms Are Shrinking, But The PR Industry Is Growing Faster Than Ever” <>


David Barstow, an investigative reporter for The New York Times says …”the muscles of public relations are bulking up — as if they were on steroids.”  There are no barriers for entry and people can write their own script – for example in the world of sports, Lebron James used ESPN – but really used his own time, his own Reporter – to break a story on his own terms, and that continued as we saw Shaquille O’Neill using Twitter to announce his retirement this week).


A few years ago when folks talked about advertising being dead – I said no way, and today I say media outlets will continue to exist – albeit with major changes as the advertising industry too has seen over the last few years. The difference will remain that PR people can and will reach publics directly.


I predict the Public Relations industry will continue to thrive, and grow rapidly for many reasons – but exactly as Tom Collamore, senior vice president of communications and strategy at the U.S. Chamber of Commerce says “”The news cycle never ends. There is a lot of space, there is a lot of competition for people’s attention.”


The difference today is anyone can create a blog, or impart knowledge, information, or their “spin” upon the publics. And, count on this PR firm  owner to keep writing to his hearts content.


Ronn Torossian





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