Last year I joined the Public Relations Institute of Australia to build my professional network. This past Thursday I attended my second PRIA event "Meet The New Newsroom" which was about how online media is changing the newsroom.
There was an exemplary panel of journalists that discussed:
* It's sometimes just a matter of getting the news up, then as time moves along, making corrections
* That they're stretched really thin (a theme I've heard since I first arrived) and PR professionals have to be really "tight, clear and crisp" when pitching journalists ... they have even less time than before
* Embargoes still work as long as it's solid news and relevant
* 20% of readers are accessing newsrooms from their iPhones but these 20% makeup more than 50% of the content views! Which means the iPhone makes it really easy for readers to read online
* Question of whether readers will pay for content - overarching belief is that if it's current, compelling content they will.
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