The Baltimore Sun held its annual gathering with the Public Relations Society of America Maryland Chapter this morning and one of the take-aways was how their focus is on delivery mechanisms other 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, content management techniques, how 30 reporters and 20 photograhers have been 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 spend their days crafting press releases, sending them to endless lists and hoping to get results aren't going to get very far. It's time to get onboard with this new reality and provide the content - video, blog links, tips for the online news team, etc. - that newspapers are looking for as they try to re-invent themselves.

About Sawmill Marketing Public Relations
Sawmill Marketing Public Relations, headquartered in Baltimore, was established in 1995 and specializes in the development and execution of marketing public relations programs as business development strategies for business-to-business, business-to-consumer and professional services clients. For additional information and to read Sawmill’s blog on public relations trends, visit http://www.sawmillmarketing.com