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In The Boston Globe, a former Romney communications advisor lements the decline of traditional media and pleads with online media to more closely adhere to a journalistic “code of ethics.”

“Where are the online gatekeepers? Gatekeeping is the most important function for the offline media. Editors decide which stories get published. They make sure rumors aren’t printed. Sensitive information is double- and sometimes triple-sourced. Gatekeeping serves an important purpose in establishing the ethics of journalism. Sadly, it doesn’t exist on the Web.”

Unfortunately for traditional PR and communications people, that horse has left the barn.

Successfully managing online communications involves more than technology. It involves a seasoned communications perspective capable of responding quickly in a volatile message environment.

(Cross-posted at PolicyMedia.com)