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Ok, we get it. The media landscape is changing. So much so that the Twitter handle @themediaisdying has almost 22,000 followers and has tweeted over 3,500 updates since the account launched on November 18, 2008. While “dying” might be a bit of a dramatization, the media is without a doubt evolving – and doing so at warp speed. So why do public relations professionals continue to pitch the media as if it was circa 2002? Good question – and kudos to the Publicity Club of New York for more tactfully addressing this very question. This Tuesday I had the pleasure of attending PCNY's luncheon panel where some of the best and brightest in digital media were solicited to help us become better PR professionals in these new, still largely uncharted waters.

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