Are PR professionals embracing new online media placement opportunities as much as they should?

Last week’s closure of the Rocky Mountain News may soon be followed by the possible sale or closure of the San Francisco Chronicle, and papers in Seattle and Tucson as well. Given these drastic changes to the media landscape, PR professionals should be looking past the days of just trying to land a "feature" story in a targeted PRINT publication.

Although still a target, we now have the opportunity to secure stories and deliver our client's key messages on blogs, message boards and online publications to uploading messages on video. In a recent interview, Diane Brady, senior writer at Business Week said, "Media titles are changing all the time to keep up. PR people should try to keep up to date on the nature of the media brands that they're dealing with." PR pros need to embrace the diversity of online media outlets, after all this variety offers a great opportunity to deliver client's messages to their targeted audience.