Survey: Even on social media, trusted news sources command most influence

Interesting article in Media Shift:
Technology has changed almost every aspect of news, except for possibly the most important one: Traditional news editors and journalists still write the vast majority of the stories we read and consume.
As PR professionals, we underestimate the business of traditional media relations at our peril. We are still in the business of building relationships, being sensitive to reporters’ needs, and serving as a bridge between what journalists want to cover and the agendas of the brands we represent.
 So while we obsess over how changes in technology have changed news consumption, far less attention has been paid to how these changes have affected those who still write the news – the editors and journalists themselves.
The whole story