Summary of the Key Points
This article is written by a seasoned journalist who, drawing from his own experience in attending industry events, reflects on the changes in the media and public relations (PR) industries, as well as the challenges faced by middle-aged and older professionals within these fields. As the media landscape has evolved from a monopoly to a more competitive environment, the relationship between PR agencies and the media has shifted. Traditional media professionals can no longer rely on PR services in the same way they used to; they must shift from relying on personal connections to delivering tangible results and value to their clients. The author also emphasizes the importance of honesty, avoiding false pretenses, and recognizing that middle-aged and older individuals often understand the principles but struggle to put them into practice. He proposes a philosophy of "letting the old connect with the old, and the young connect with the young," each finding their appropriate place in the new landscape.
Detailed Analysis
1. The Reversal of Media-PR Relationships: From Servitude to Equal Communication
In the past, media was a scarce resource, and PR agencies had to treat journalists with great respect—providing them with flights, accommodations, and accompanying them on meals and drinks. However, this is no longer the case. With everyone having access to smartphones for video recording and social media platforms, the media no longer holds a monopoly. The author surveyed 50 PR professionals from different generations (ranging from those born in the 2000s to the 1970s), and almost all of them stated that they prefer equal communication rather than special treatment. Younger PR professionals often criticize older colleagues for being like "spoiled children"—demanding multiple flight changes, insisting on personal transportation even when taking a bus, and making unnecessary arrangements. This indicates that PR agencies have gained more power and independence, meaning the media no longer has the same influence as it did before.
2. Older Media Professionals Should Stop Being “Spoiled Children”
The author acknowledges that he too used to rely on others for assistance with flight bookings and other details. He realizes that to continue being effective in the industry, he needs to switch from being dependent on others to being proactive. For example, he should handle flight and accommodation arrangements himself and use any funds allocated for business meetings wisely, rather than expecting the PR agency to cover all expenses. The author suggests that the only value older media professionals may have is the money they earn from client agreements, so they should try to maintain a professional image by attending high-end events with younger professionals.
3. Focus on Delivering Results, Not Just Relying on Personal Connections
In the past, it was believed that personal relationships could secure business opportunities in China. However, this approach is less effective today. For instance, 20 years ago, a journalist from a reputable newspaper might have been considered valuable regardless of the quality of their articles, but now self-media content often outperforms traditional media. To be successful, one must understand and meet the specific needs of clients—producing high-quality content and achieving impressive results (e.g., getting the client’s boss to share the article with a wider audience or making it a trending topic). Such exceptional performance can lead to long-term collaboration and save time on maintaining relationships.
4. Be Honest and Avoid Deception
The author values the sincerity of younger professionals, who are more straightforward in their interactions. He contrasts this with the more cautious attitude of older colleagues, suggesting that middle-aged and older individuals should be honest and avoid trying to impose their opinions on others. They should also learn to accept their own limitations and be open to changing their perspectives (for example, re-reading old articles and realizing their past mistakes).
5. It’s Normal to Struggle with Change; Finding One’s Place is Key
Everyone struggles with making lifestyle changes (such as losing weight or quitting smoking), but few succeed. The author advises that older media professionals should find a balance that suits them, such as continuing to attend industry events but not expecting special treatment from younger colleagues. He emphasizes the importance of respecting each other’s roles in the new industry landscape—older professionals focusing on their work and younger ones on theirs. This approach allows for mutual respect and avoids unnecessary conflicts.
Overall, this article reflects a realistic self-reflection by an experienced journalist on the changes in the media and PR industries, offering practical advice while maintaining a humble and authentic tone.