Two years from now, the London 2012 Olympic and Paralympic Games will draw to a close, concluding what will become known as the first social media Olympic Summer Games. The city of London is promising to make the city a pervasive wi-fi zone and the British government's move towards a "Digital Britain" (@DigitalBritain) coincides with this period.
There is a good chance that official media may need to become part of this new wave of gonzo journalism to fully do their job of reporting what these games were all about. Yet, the biggest challenge is not convincing professional journalists that their power is waning or that they need to reskill towards the blogosphere. Rather, the bigger problem is the public relations officers who have spent years cultivating relationships with professional journalists on the belief that this will get their organizations kudos and coverage. This loyalty to a diminishing power can frustrate collaborations between professional and citizen journalists.
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