STUDY: Journalists Need PR Now More Than Ever

Not this guy, though. He’s fictional.

Encouraging headline, no? This new paper comes from the Reuters Institute for the Study of Journalism at Oxford, UK, and we have so many mixed feelings about it right now.

Everyone knows that the PR-to-journalist ratio grows more lopsided by the day, but this study’s findings confirm that the power shift goes deeper than that.

In short, “hacks” need “flacks” more and more whether they want to admit it or not. The reverse isn’t really true, though, so the dude in the image above might want to pour himself another stiff one…

Here’s the link to the full paper, released last week.