"Media" isn't Media
Public relations used to be all about the transaction from company to media outlet to customer.
The whole goal is to control the narrative and relay messaging to consumers.
When all we had was newspapers, messaging had to go through the filter of the media to get access to the masses.
Now companies can go directly to the masses on their own.
That means our best opportunity for PR - our best opportunity for controlling the narrative and communicating with the public - is by becoming a media company for ourselves.
Create a Buzzfeed inside your company and go directly to the public - what's stopping you?