How data journalism and more long-form stories are a challenge for the PR industry

“It’s no secret that fewer and fewer journalists are being asked to write more and more copy.  Only the most short-sighted PR would say this is a good thing,” PR Week’s Robert Bownes writes. Data journalism leads to more in-depth journalism and more interesting stories, but this is also a challenge for those in the PR industry: “This may mean that more pitches are assessed on content rather than the order they appear in a reporter’s inbox. [And] it may mean PRs have to generally raise their game. It’s harder to hide a company’s bad practice or comms ‘spin’ if a reporter, aided by data scientists, can examine open data to verify claims.”