SF Business Times reporter Chris Rauber says in his blog that “‘objective journalism’ isn’t as central to what we do as it used to be. ‘Fact’ and ‘opinion,’ reporting and commenting on that reporting, are merging.'”

Rauber goes on to explain that public relations people need to understand that this seismic shift is taking place — and explain it to their clients.

“According to my editors, and our parent company, part of my job now as a reporter is to make that kind of point. Because it’s true and I know it’s true, without doing lots of superfluous research, or calling an “expert” to ask if it is. If it walks like a duck, and quacks like a duck, well … you know the rest of the story.” [MORE]