I guess the point I'm really trying to make is that too many PR agencies etc. have been blinkered by media relations as their sole activity. That is now a shortsighted view. As you say though, it's not either/or.

There's also an argument that PR never needed just journalists, they are just one group of stakeholders, or influencers that we worked with. yes, their influence potentially is on the wane, but in a democratized media world, a lot of people will still look to names they know, like the BBC and Bloomberg to give them information they feel they is reliable and trustworthy.

perhaps but there are many interesting discussions to be had about