In my last Forward post I wrote the innocent looking phrase, “And that’s what we’re facing, hidden jobs in an industry which is hard to define.” I guess I feel the need to clarify this a little because it deserves some more attention. Richard Bailey wrote an excellent post earlier referencing this. It sparked in me the desire to take another look at it.

When I started my graduate work I knew what PR was and what it entailed…or so I thought. A few thoughtful questions from others had me second-guessing. It prompted to me do some independent research about the subject. I wrote a paper entitled PR Autonomy that the gentlemen at For Immediate Release: The Hobson and Holtz podcast reviewed and subsequently posted on their website. If you’re ever incredibly bored, say, trapped on a desert island or stuck in an elevator for 12 hours, you might want to give it a read. Plus, if you print it out, you might be able to start a fire with it to get off the island. (you can get the paper here or listen to the review in FIR #111).

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With the rise of consumer-based media, comes the fall of more traditional media. This can be clearly seen in the waning ratings of network evening newscasts.

The big three networks have struggled for years with lower ratings of their evening news shows. Couple that with the retiring of Tom Brokaw; the death of Peter Jennings; the scandal of Dan Rather, and the public trust of these news shows has fallen by the way-side.

The network that has taken the biggest tumble has been CBS. For decades, as the venerable and brilliant Walter Cronkite hosted the CBS Evening News, the show was viewed by many as gospel, and Cronkite more trustworthy than “Honest Abe.” But now, CBS is mired in third place and seeking a way to breath new life into the once vaunted division.

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