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In New Report, Global Communications Leader Porter Novelli Examines How Social Media Is Revolutionizing, Empowering, Threatening and Forever Changing the Creation and Distribution of News

Posted on: Monday, 3 August 2009, 08:00 CDT

NEW YORK, Aug. 3 /PRNewswire/ -- Global public relations leader Porter Novelli today released "The Future of News," an in-depth exploration of how citizen journalism, empowered and emboldened by social media and the Internet, is changing the future of traditional news. The report, the latest in the agency's acclaimed Intelligent Dialogue series, offers one of the most comprehensive and in-depth analyses to date of how social media platforms like Twitter, Facebook and blogging are impacting the role and even the very definition of news in modern society.

"The future of news is filled with paradoxes," said Gary Stockman, chief executive officer of Porter Novelli. "People are able to get news whenever and wherever they want it; yet many don't bother. Mobile technology has led to a rise in citizen journalism; but that in turn has raised questions about the trustworthiness of news sources.

"Finally, and perhaps most importantly, the public continues to want journalism, but they don't seem to want to pay journalists. These are some of the issues we tackle in this new Intelligent Dialogue."

For the "The Future of News," Porter Novelli polled experts, analyzed broadcast and online trend patterns and researched global data. Some key questions include:

1. What's the state of news today? What does the word "news" mean, and how is its definition changing?
2. As we witness a crisis in corporate news profit and sustainability, what's the new business model for news?
3. Where do targeted, customized 24/7 news feeds lead?
4. Are the lines between journalism, opinion and PR increasingly blurred by social media's influence on the news? What are the ethical boundaries of the new news and how do news consumers know what to believe?
5. How will technology shape the new news for the better - and how will technology threaten news?
   

Said Sandra Sokoloff, Porter Novelli senior vice president and director of national media relations, "This Intelligent Dialogue report explores that while the number of people who are accumulating and sharing news continues to grow, so to are the questions around what constitutes news worthy sources in the digital age. Will that greater level of proactive participation inspire people to hold news to a higher standard - or will it further obscure the importance of major media journalism?"

"The Future of News" also looks back at the rise and impact of the 24-hour news cycle. In our hyperconnected environment, with an emerging generation of digital natives equipped with highly mobile technologies, will there be greater accountability - or more specialization, fragmentation and trivialization of content? News has long been criticized for contributing to a global dumbing-down of communication. Will an army of citizen reporters, not bound by traditional journalistic ethical standards, serve as an antidote or an accelerant?

"Porter Novelli draws on both its history and its understanding of social media to arm clients with the insights they need," Stockman said. "Our Intelligent Dialogue series is where we reflect on the most pressing and influential issues of the day, and dissect how they are shaping our society and business. In 'The Future of News,' we not only look at the effect social media is having on journalism and the news industry, but also how social media reporting is redefining community activism and civic participation, self-expression and the identity of citizenship."

The full issue of Porter Novelli's "The Future of News" can be downloaded at http://PNIntelligentDialogue.com/intelligent-dialogue-whitepapers.

To get involved in a discussion about the future of news, visit PNIntelligentDialogue.com.

About Intelligent Dialogue

The Intelligent Dialogue series contributes to Porter Novelli's goal of tracking consumers' shifting conversations and finding ways to influence them to the benefit of the agency's clients. Past Intelligent Dialogue issues are downloadable at PNIntelligentDialogue.com. They include:

• "Mobile Lives & Times" (Spring 2009), analyzing the extraordinary opportunities and formidable challenges presented by the lightning-fast evolution of mobile technology.
• "Change Is Now" (Winter 2008/2009), exploring the new drivers propelling consumer behavior and forecasting the trends for 2009 associated with those changes.
• "Cradle & Grave" (Fall 2008), examining global shifts in birth, health and death trends and raising questions about the strategic implications for organizations and individuals.
• "Millennials" (Summer 2008), examining the generation that is reshaping the workforce and consumption--they're digital natives, the offspring of helicopter parents and the first beneficiaries and victims of a truly global world.
• "Prime Angst" (Spring 2008), exploring the ricochet effects of the subprime mortgage meltdown on the global economy and the ramifications for everyone from consumers to the marketers trying to sell goods and services in this challenging climate.
• "Beyond Prime Angst," an update to "Prime Angst," released in Fall 2008.
  

About Porter Novelli

A global public relations leader, Porter Novelli was founded in 1972 and is a part of Omnicom Group Inc (NYSE: OMC). Selected as a 2009 PRWeek Agency to Watch as well as the 2009 winner of PR Innovation of the Year, Porter Novelli is the most buzzed-about large agency in the social media space. With 100 offices in 60 countries, Porter Novelli helps clients achieve Intelligent Influence - changing attitudes and behaviors by having the right conversations with the right people at the right time.

SOURCE Porter Novelli

Source: PR Newswire

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