There is a lot of info available in the news about how audience erosion for, say, newspapers, magazines or network TV is affecting the world of advertising. I am curious if it is changing the way PR campaigns are executed. Specifically I was wondering if there has been a noticeable decline in the effectiveness of PR efforts that employ traditional news outlets? (I'd be interested in hearing about any anecdotal information, as well as any research that might have been done about this.)
Related to that, are there any trends in the world of PR along the lines of bypassing or decreasing the role the traditional media (e.g. word of mouth campaigns, relying less on news releases, etc.)
Thanks in advance to anyone who might be able to shed some light on this for me!