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[Music] hi and thank you for signing up to the ultimate public relations master class my name is Heather and Ive been working in PR for the last 15 years and Ive been running my own agency for the last decade my company has offices in London and Cape Town and we service clients around the world in the United Kingdom the United States Australia Europe and Africa during my time working in PR I have seen the industry change dramatically consumers used to get their news from newspapers magazines and news channels published by large and reputable media organizations that were able to produce quality content thanks to advertising revenue they generated now people mostly discover their news online via social media in fact a report by the Pew Research Center found that 68% of US adults get their news from social media and user-generated content now competes with traditional media and often wins and traditional media outlets are struggling to keep up which means less money and fewer journalis
