President's Column

By Laura Walcher

The power of the publicist to manage information, to address a client's crises, to celebrate a company's achievements, has splintered, sailing off in many new-media directions - like web sites and blogs that can transport any local or narrow issue into a global discourse. Liking or not liking what it's told, a worldwide audience can now have a say (and says it) in the reputation of CEO or the entire corporation.

And who is to say which bit of information is wrong - or right? (Recognize the Wikipedia wars)?

Here, the shift in media marches on, as we hear about staffing layoffs in radio and television news, and narrowing of newscasts. A few months ago, we heard from Karin Winner, editor of the San Diego Union-Tribune. Now at Clear Channel, Cliff Albert filled us in on their recent changes: "Recent layoffs," he said, "included three staffers from news and programming, two from Total Traffic Network, and one part-timer. The layoffs reflect a change in the nature of the radio business - resulting from dramatic changes in technology and new demands of the audience. To traditional radio, we now need to add news on-line, via wireless broadband and on hi-def or HD radio."

High-Tech systems, Cliff said, allow the station to produce a high quality of news on radio - and also provide it in other forms - thanks as well to the versatility of those coming newly into the field.

You've heard this before: ability versatility is the key. "Those looking for success in the news business today must be able to write and tell a story across several different delivery platforms, adept at on-air performance, have technological know-how and demonstrate creative capability," says Cliff.

Don't despair: your Press Club's around to provide opportunities to keep up and network in professional development forums and - on firmer ground, industry/social events.

Speaking of the ground shifting, that is surely what embedded reporters in Iraq are - and have - experienced. President-elect Barbara Metz and her committee have organized a panel discussion in which hand-picked, reporters will reveal the opportunities and challenges they've faced - in the trenches. More appears in this issue, and it's an event you won't want to miss. How evolving technology has impacted their work on the ground will be part of the discussion. Save that date: Wednesday, April 18, 5:30 p.m.

Posted April 2007