Prediction: 50% of Media Relations Positions Will Be Eliminated in 10 Years

By Arik Hanson

Now THAT’S a headline, right? Sure, it might seem a little bombastic.

But, it’s actually rooted in a number of facts. And that’s exactly what I want to talk about today.

You see, it seems to me we’re at a bit of a crossroads. On one hand, I see a lot of people still working in an environment similar to 2001. Mainstream media still dominated the landscape. Smart phones weren’t even a thing yet. And Facebook wasn’t even a thought in Zuck’s mind.

On the other hand, I see a lot of other people working in the new paradigm. Where audience reach seems to be more fragmented by the day. Where no platform or media dominates. And where adoption of new approaches and technologies is the norm.

But make no mistake about it, these are two separate realities. And they’re miles apart.

And, it’s mostly predicated on the belief, and expectation, quite frankly, that the mainstream media will always be numero uno in the PR/marketing game.

Sure, mainstream media still have huge reach today. The New York Times still matters. People still watch NBC News (although fewer than did 10 years ago).

But, look how much has changed in 10 years (keep in mind, in 2007, the iPhone was invented).

How much will change in the NEXT 10 years?

A whole lot, methinks.

In fact, my prediction: 50% of all media relations jobs will be eliminated in 10 years.

Consider the facts:

  • FACT: Mainstream media reach continues to wane.
    • SUPPORT: A Pew Research Center study claims that total weekday circulation for U.S. daily newspapers (print and digital) fell 8% in 2016–the 28th consecutive year of declines.
  • FACT: Local media continues to struggle as well.
    • SUPPORT: Viewership for early morning (down 12%), evening (down 19%) and late night news broadcasts (down 31%) have all fell since 2007.
  • FACT: Millennials have a more negative view of mainstream media.
    • SUPPORT: Just 27 percent of millennials say mainstream media has a positive impact on them, down from 40 percent just 7 years ago.
  • FACT: The way in which Millennials consume news is increasingly fragmented

So, mainstream media reach continues to suffer, local news is still diving, and millennials think less of news than they did just seven years ago and consume their news is MUCH different ways than most of us do/have.

Translation: Media relations will not be the cornerstone of comms and PR departments like it once was–in some organizations, this is already changing.

And while it might not be a “fact”, here’s one more important point to consider: In the current state, Boomers and Gen Xers serve in leadership positions (for the most part) within large agencies and large companies. They are the ones dictating terms. Budgets. Direction. Strategy.

What kind of media did those people grow up with? What kind of media are they most comfortable with?

You guessed it. NBC News. New York Times. The 10 pm local Go to the full article.

Source:: Business 2 Community

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