Journalists - changing behavior

I've been on the campaign trail about the importance of digital media and how the PR industry must adapt for a couple of years now.
Things have changed a lot in this time, many PR professionals are now placing greater empasis on online PR techniques and, more crucially, are educating their clients or chief executives on the value of digital coverage.
However, there are still many PR professionals out there who reatain an obsession with traditional media or believe that online PR is a box you can just tick by setting up a Facebook group.
Well, even if you ignore digital media, you can't ignore the demands of journalists, and there is a great deal of evidence that even journalists on traditional media are adopting social media to help them get their jobs done (check out this recent post from Econsultancy).
It's important to understand that what is going on in digital media - and social media in particular - is important for PR professionals on two levels. Not just with regard to identifying and influencing a wider range of digital media outlets, but also to communicate with journalists in general.