Scaled down, dominated by the wider societal news stories of the day and in a sense, more reactive – by its very nature and by default, the media landscape has always constantly changed, but now it’s the rules that have changed. If you’re representing a brand/organisation, it’s no longer enough just to have a news angle, be it lifestyle, environment, fashion, science or general consumer – smart PRs are shifting their approach on a constant basis so their story is accutely relevant to the agenda of the day, in a more focused way than ever before. For journalists/freelance writers, it’s becoming ever more harder to capture valuable editorial space. One answer is to specialise; the other is that through creativity, fresh ideas and a positive outlook, you can plan to set the agenda, rather than just follow it…