The Baltimore Sun held its annual gathering with the Public Relations Society of America Maryland Chapter during a recent morning and one of the take-aways was how their focus is on so much more than their printed product. There was talk of how to reach The Sun‘s staff bloggers, how to submit video content, the patterns of readers of the Web site (spikes in the AM and then around lunchtime), content management techniques, how 30 reporters and 20 photographers were recently trained to shoot video and more.
This is where things are heading, and PR professionals need to be on board with this reality. Those who still focus on press release-based PR won’t get very far. It’s already time to deliver content – video blog links, tips for the online news team, etc. – that newspapers are looking for as they re-invent themselves.