Finally, the media seem to be turning in favour of PR. A meeting with the Bureau Chief of a leading business daily witnessed watershed events in the PR/media fraternity. In the Chief's words,"We have finally come to terms with this growing profession, PR."With competition looming large and pressure to produce breaking stories, relationship building seems to be the only way out for journalists. Yet another development noteworthy is the new initiative by leading US dailies to produce one news to the world. Yes, they are doing away with the hitherto strong strategy of creating separate content for print and online media. The challenge for PR pros is simply going to sky rocket what with the need to extend exclusive news for several journalists spanning diverse media platforms.