IT would be very easy to say that journalism has changed so much today that it bears no resemblance to anything previously. But that would be wrong.
What has happened in recent years – and appears to be changing regularly – is that the medium for disseminating journalistic work has altered dramatically. The message, however, is still the same.
The dramatic surge of digital media in all areas of news has altered our perceptions of what journalism is and what it does. There is no doubt there are no longer as many newspapers or magazines as there were or that many people now get their daily news or favourite soundbites via their phone or iPad.
But the actual content really hasn’t changed that much. News stories are still about local, regional and national occurrences – murders, crashes, political shenanigans, so-called celebrities’ latest exploits.
The same applies to business news which looks at companies’ acquisitions, new services, contracts won and lost, trends and business problems.
Journalists still write, hopefully, as fairly and in the most balanced way possible to do justice to these subjects. They may write them for a different media, or for several different areas at the same time in print and online, but the stories are not really very different.
They may have to confine the main points to a telling tweet or a tight Facebook post but they’ll probably also have created a fuller version, telling the whole story.
For business people, it’s a win-win situation because there are now so many different areas of media in which to have their news featured. And there are still so many journalists needing to get genuine facts and informed opinion.
The result of this is that businessmen and women need to view themselves as expert contacts, pro-actively contacting journalists to offer any help. Journalists need good contacts in 2017 as much, if not more, than they ever did because they may want them very quickly and to co-operate in a way that reflects what the media really needs.
In other words, there’s never been a better time to get your message across.