To enhance our work promoting this weekend's airing of ABC's "Extreme Makeover: Home Edition" and an ABC2 Special featuring the Luther family of Port Deposit, Md., Sawmill Marketing Public Relations offered The Baltimore Sun a time-lapse video of the home under construction (social content) to complement the press release (traditional media relations) and other standard outreach to promote the show and the work of client Clark Turner Signature Homes.

The result: not only were readers able to find out about the upcoming show by reading the print version of the newspaper (complete with a teaser today on page A-2) but they were able to go on to the newspaper's Web site to read about it in Reality Check, the newspaper's blog about reality television written by Sun LIVE editor and reality TV fan Sarah Kickler Kelber, and see the snippet of video featuring an interview with Clark Turner and a view of the finished house. See it here.

That's social content integration in action. No mention of "Web 2.0" or social media or any other buzzwords. Just an integration of PR tools to take advantage of technology and expectations of the audience.

The two-hour show airs on Sunday, Jan. 20 at 8 p.m. (7 Central) and will be preceded by a special live show on Channel 2 in Baltimore airing at 7 p.m., "Extreme Maryland Makeover: Behind the Build."

About Sawmill Marketing Public Relations

Sawmill Marketing Public Relations is a Baltimore PR firm established in 1995 specializing 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, visit http://www.sawmillmarketing.com where you can read the Maryland PR firm's internet marketing blog.