Public relations and communications professionals—and the academic programs that train them—find themselves operating in a radically new environment. As Emily Yellin describes in her book Your Call Is (Not That) Important to Us, “public relations” was the phrase initially used to describe customer service. But, over time, most PR work focused on pitching journalists who worked for professional media organizations. As a result, a symbiotic relationship was established, with communications professionals providing information, context, statements, and experts for journalists working on stories, who—in return—were paid to wade through the various pitches from PR pros to find what would best aid their story and, presumably, their audiences.