The rise and rise of social media, and its platforms and networks, has transformed the way we communicate and many areas of business. No more so than in the media where it has given consumers a voice, an ability to create contacts, content and commerce, and an opportunity to interact directly with celebrities, strangers and brands.

While everyone has become a publisher, in effect and a content producer of sorts, this vast digital outpouring has created both challenges and opportunities for them and has cast their relationships with sources, as well as their readers, in a different light

This White Paper explores how journalists have adapted to this new world and how social media has changed what they do, as well as how it has left some core parts of their role unaltered. It explores what the PR and comms world needs to do to make the most of these opportunities with journalists and other key influencers.

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