ABSTRACT
The media landscape in America has evolved tremendously, and it will continue to transform rapidly. News media and experts alike no longer serve as the gatekeepers of information they once were. Social media has ushered in a new age, unleashing both tough challenges and extraordinary opportunities for risk communicators. Background noise and competition for stakeholders' attention has exponentially multiplied and muddied the waters. Yet, there are some enduring trends and precepts. Public trust in the media has continued the downward decline that began in the mid-1970s, and local news media still have more credibility than national news media. Most importantly, the core principles that have helped individuals and corporations successfully navigate the field remain steadfast:
Understand and respect the needs and desires of your stakeholders (in this case the media).
Act with integrity and authenticity.
Build relationships.
Plan (and practice) for the worst while hoping for the best.
