Trying to wrestle the media industry beast to the ground nowadays takes some unique skill. We’re all in a state of flux. Every change in terms of what we view as modern day sources of media, affects how a Public Relations Company is structured. Those that resist digital changes will suffer the fate of those laying in the graveyard, I’m looking at you newspapers. The writing was on the wall a decade ago but with large media outlets comes slow and staggered change. For many with a rapidly declining readership it is too late.