Newspapers. We’ve been hearing about their demise for years now. But, seriously, is that ever going to happen? Let’s see, the only medium I can think of that really went offline was the telegraph. And that was a rare case.

As Shel Holtz is fond of saying: “new media don’t kill old media, they just force them to adapt” and I believe it. Radio changed the world, and forced newspapers to change. Television changed the world again, but radio and newspapers adapted. Now we have the Web, which is forcing everything to evolve again. The demise of newspapers? I don’t think so.

Readership may be declining, but enrollment in journalism schools is on the rise. This article from Seelye in The New York Times is outstanding. Witness:

“Students are also driven by the very changes that are upending the old media. For one thing, many do not read the print version of newspapers. As Dustin Hodges, 22, who is graduating from Missouri in August, put it, ‘I don’t pick up a newspaper unless it’s in front of me and it’s free.’ For the latest news, he hops online, where he spends three or four hours a day anyway.

Today’s students have grown up immersed in the Internet and with the ability to adapt rapidly to new technologies, giving them a comfort level with things that newspapers are just discovering, like blogs, podcasts and video clips.”

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It is impossible for my mind to fully grasp what blogging can do for people. Last December I thought only geeks blogged. But the more I am immersed into the blogosphere and become more comfortable with it, the more I realize it is for everyone. There is a niche blog for every person out there.

Why I hadn’t thought of this particular genre of blogs before I don’t know, but photographers have blogs too. I was oblivious to this until I came across my buddy David (Dave) Higginbotham’s blog, and it hit me. Blogs can help every type business — even small businesses. So in my interest about his blog, I e-mailed Dave and asked him a couple questions about it. And here is what he said:

“This appears to be a huge trend for photographers across the country. So I hopped on the bandwagon. It is especially good because you can put up a couple of images immediately after a session so a client can get a preview.

I’m excited about it. Now if it makes me any money…that remains to be seen.”

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With this third episode, we have another piece from Paull Young, our contributor from Down Under. He talks with Trevor Cook, author of Australia’s leading PR blog Corporate Engagement and a director at Jackson Wells Morris, a leading Sydney public affairs firm. The pair engage in a pretty thorough and interesting discussion of ethics and PR — amongst the musings on the practical application of ethics in the profession there are several pieces of advice that young PR’s can draw on.

Show notes:

00:14 Intro by Erin
00:52 Paull introduces Trevor Cook
02:00 Superficial treatment of ethics in PR
02:30 “Rather lose a client than an editor”; importance of maintaining reputation
04:15 PR students and ethics; some realities
06:16 Responsible advocacy; student articles from DePaul University, Chicago
12:00 “Truthfulness” and complexity
15:00 Advice for young people in PR
18:20 Ask questions, make sure info you’re about to pass on is true
18:55 Paull wraps up

Many thanks to Trevor for taking the time to share his expertise and perspective with us!

Listen Now:

 Forward #3 - Interview with Trevor Cook [19:36m]: Play Now | Play in Popup | Download (435)

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