Being in the news out-of-context could mean an easy loss of reputation, built over years. A top television journalist, an icon, a pioneer in the truest sense of the word and much respected at one point in time, is today, referred to the media- in a slightly condescending and frivolous way - as 'the most persevering partygoer'. Does it affect her reputation as a cutting-edge, prolific debater of serious issues? I think it does - at least among some of her viewers. Should she party less? - NO - we are merely talking about 'being in the news… for the wrong reasons'.

There is growing concern among communication professionals on adoption of the 'paid coverage' phenomenon by one of the largest media houses in the country. What if more were to follow suit? How would products/ organizations/ people find a mention in the media?

In a way, the practice by the said media group, besides throwing open the debate on the ethics and correctness of it- some believe that, maybe it's ok to charge for covering a party, but who is answerable if the media charges a fee for promoting a product, which the consumers will then PAY for and buy? - has brought out the need to adopt a more holistic approach to public relations.

The media is today, but one way - albeit a very important one - to reach out to the stakeholders. More and more people & organizations are today managing their relationships through personal, contextual efforts- seminars, talks, events, scholarships, employee rewards, newsletters, sponsorships, case studies, white-papers, CSR initiatives and now, of course, blogs. Change as they say, is always for the better, for it has brought out the need to explore many of these latent tools, hitherto not invested into by that many.