Ignore media changes at your own peril PR professionals who turn a blind eye to the rapidly changing media have little hope of long-term viability. By Roula Amire@chicagocommsNov. 8, 2007 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.