NEW YORK, Oct. 31, 2013 /PRNewswire/ -- One of the major themes to come out of the PRSA 2013 International Conference is the evolution of news and its impact on PR today.  PR Newswire's Sarah Skerik, Vice President of Content Marketing, explored Newsworthiness: New Context & Opportunities for PR in her session at the event, highlighting recent examples of how operations in the newsroom are changing—from CNN's front-page treatment of Miley Cyrus at the VMAs to the Chicago Sun-Times eliminating an official photo department in lieu of reporters armed with iPhones.

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In a new post on the Beyond PR blog, Skerik discusses her takeaways from the conference which includes the link between pitching, strategy and measurement and the influences of social media, content marketing and digital marketing on PR.

For full coverage of the PRSA 2013 International Conference themes, please visit Beyond PR: http://blog.prnewswire.com/tag/prsaicon/ and check out some of the great photos from PR Newswire's #WeArePR photo wall.

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