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Grand Rapids Business Journal A couple of months ago, PRWeek published a column by Ian Bruce of Forrester Research titled, Why Traditional PR is Dying. He stated, “Conventional PR — or at least media relations — may become a thing of the past, a relic.” He pointed to the decline in the number of local news outlets, and a growing lack of trust in the news media to support his point. Not surprisingly, the PRWeek column was quickly challenged in a LinkedIn post titled, PR is not dead. It is more important than ever, from Mark McClennan, the former chair of the Public Relations Society of America. He countered that media relations is just one aspect of PR and that “… public relations is about influencing, engaging and building a relationship with key stakeholders across numerous platforms in order to shape and frame the public perception of an organization.”

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