As news creation and consumption continues to shift on-line, main-stream media outlets have also migrated to the web and downsized. This means that journalists and bloggers have little time and support but aggressive publication demands, particularly the demand to create on-line content. In addition, there are now millions of new voices as the blogosphere expands and social platforms enable new means of communicating. Now, even consumers encounter your PR efforts on-line.

PR professionals can take advantage of these trends by successfully aligning strategies and tactics with this new(s) reality. At PWR, we work with a variety of brands to help them make the most of their digital and social collateral, squaring their efforts with the needs of today’s journalists, bloggers and even consumers. Here are ten great ideas we’ve seen recently…

TEN:  Incorporate More Video
Incorporating video into your newsroom and releases is a great way to hand easy-to-use digital content to the media. Use a social player that allows journalists and bloggers to view, download or grab embed codes. Consider offering a lot of short videos, rather than one long B-roll, so anyone who wants to cover your story on-line can grab a site-ready player with a topic customized to meet their needs (you might want to offer a downloadable link of the long, higher quality version as well).

See the video module PWR created for the AAOS newsroom, making their newsroom more digital-friendly...click here.

Click here for more digital ideas...