Robert Pinarski, 52

General manager, Observer-reporter Washington, Pa. First journalism job: Advertising sales and features reporter

What are some of the most important lessons you have learned while working in the news industry?

The most important lesson I have learned while working in this industry happens to be what I enjoy the most: Always find the time to evaluate and develop your product.

Prioritizing time is a challenge in this fast paced, deadline-oriented industry. Time is often our enemy. However, to be competitive, you need to be constantly evolving. You can no longer rely upon what has worked in the past. To be viable, you need to be looking for innovative ways to effectively disseminate your content, as well as, develop your marketing portfolio of products and services. Maximizing and developing all facets of your local media franchise is crucial. You cannot fall victim of doing the same things repeatedly and expect different results.

Finding the time to contemplate your product’s future is not a luxury, it’s a must.

What are your predictions for where journalism is heading?

Because of the current economic and political environment along with the advent of social media, the definition of “true journalism” has been distorted. Over the past few years, it seems as though media outlets have become the news instead of a vehicle that reports the news.

The future of journalism relies on our ability to report the facts and remain unbiased. To maintain the public’s trust, newsrooms need to report without hidden agendas or personal opinions. We need to be balanced. Until this happens, our industry will be perceived as just a propaganda machine.