Media relations has been a mainstay of the PR industry for decades, but that's changing, especially as newsrooms shrink. Companies large and small are now telling their own stories, publishing them on SEO-enhanced online news hubs, and getting bottom-line results. Brand journalism (also known as content marketing) is dramatically changing how we practice PR. Skillfully written news reports that resonate with customers and humanize a company's message are the new PR frontier. In this episode of the Lubetkin on Communications podcast, we present a panel program from the Public Relations Society of America's New Jersey Chapter, held October 19, 2017 in Rahway, NJ.