Interesting, and maybe I‘m pedantic here, but the implicit ads part where your brand is mentioned in someone‘s content is still a thing and bigger than ever.

Yeah maybe we don‘t call them PR people anymore, now they‘re called content creators and influencers.

And yeah there isn‘t a distinction between journo and PR people anymore.

Yet, more than ever, it is important to get „organic“ brand mentions and it seems that by playing favors this is being achieved.

So this feel like nothing really has changed, except that some journalists don‘t have a big market share on selling ad real estate anymore.

Btw., there are journalists like Johnny Harris who have adapted already.

I think journalists' power has been decentralized, from a few editorial boards at main newspapers and TV stations to thousands of influencers who run their blogs, YouTube channels, and podcasts.

In PR theory, there are three types of media:

- paid media (where you pay to be covered),

- earned media (where someone writes about you for free),

- owned media (where you run a media yourself).

So Balaji says:

"Focus on owned media. If you want earned or paid media, instead of working with the big guys, work with smaller influencers where you have a better product-audience-fit."