It’s no secret that the Internet and its capabilities to give anyone an audience alongside budget cuts and redundancies have shaken up the industry. So much of a shake in fact that the number of print journalists in New Zealand declined 61 per cent between 2006 and 2013 according to census data. But also worthy of a mention is the rise of PR. A 56 per cent increase between 2006 and 2013 resulted in public relations professionals outnumbering print, television and radio journalists three to one in 2013. So what this mean for the fourth estate?