The Internet has brought about a great number of changes since it burst onto the scene. Not only has it helped to open up global competition, which has resulted in a more competitive worldwide marketplace, it has also changed the face of many tried-and-true professions. A recent article in the New York Times, for example, focused on how the Internet and the popularity of blogs and social networks has changed the face of the public relations industry. Yet, beneath this story lies an equally compelling story regarding how the Internet has impacted the world of journalism as well.

In the story, the reporter follows Brooke Hammerling, a publicists, as she tries to determine the best approach for spreading the word about her client’s website, Wordnik. Whereas publicists in the past would have focused on creating a great press release and making an effort to put that press release in front of the faces of the most prominent journalists, her approach was far different. Rather, she relied upon the power of social networking to spread the word about the site, and she then waited for the journalists to come to her.

This change in PR approach is just as much about the changes in journalism as it is about the changes in the worldwide marketplace. Rather than waiting for press releases to come to them, many of today’s journalists prefer finding out about up-and-coming businesses in this seemingly more natural way. Not only does this approach help make their jobs a bit more enjoyable, it also allows them to capture a breaking story far more quickly than when they learn about a new business through a press release.

Think about it – when a journalist waits for a press release to reach his or her desk, that release has already been filtered through a number of people. At the very minimum, it has gone through the hands of the publicist as well as a writer. Not only does this often lead to a watered-down effect that can’t compare to the enthusiasm of social networks, it also means it takes several days before the “news” reaches the journalists’ desk. Even worse, when it comes to a journalist in the form of a press release, it means dozens or perhaps hundreds of other journalists have received the same information.

By monitoring social networking sites and by taking a look at the flow of Internet traffic, alert journalists can capture a story before it breaks and become the first to share the information with their readership. In the increasingly competitive world of journalism where readers are demanding more timely news coverage, the ability to be the first to break a story is even more difficult, yet more important to the survival of any news outlet.

So, if you are interested in pursuing a career in journalism, it is important to keep in mind that the industry is changing rapidly. In order to keep on top of the game, you need to be ready to explore less traditional avenues and you need to be prepared to gather the facts and to put together a story as quickly as possible. By combing traditional journalistic ethics with modern technological competencies, you will be certain to be successful in the business.

If you are ready to start exploring journalism as a career or are interested in looking into other potential career options, visit the Top-Colleges home page and get started today!