Open Market Journalist Mike Shields on PR Being Even More Dead
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Sep 10, 2025 Mike Shields, former Wall Street Journal and AdWeek reporter, shares his insights on the death of traditional PR. He argues that modern communication demands a shift away from outdated marketing strategies. The discussion highlights the changing dynamics of media consumption, emphasizing the importance of relationship-building between journalists and businesses. Mike also critiques how ad tech companies can better engage with media in a digital landscape, underscoring the growing significance of social media in personal branding and effective outreach.
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Reporter-Turned-PR: A Humbling Try
- Mike Shields briefly tried PR and found it harder than expected despite believing it would be a natural move.
- His experience gave him respect for PR pros but exposed a wide range of skill and many poor tactics.
Press Releases Are Overused Vanity Metrics
- Traditional PR often relies on outdated tactics like blasting press releases to wire services that reporters rarely use.
- Many outlets simply republish releases verbatim, creating vanity metrics with little real value.
PR Lacks Predictable ROI
- PR fees are hard to justify because earned media impact is often intangible and slow.
- Companies can't plug PR into a spreadsheet like an ad campaign and expect immediate ROI.