Over recent years a growing number of news organisations have been forced to compete online for an increasing percentage of their audience. Many outlets have found that a traditional service is no longer competitive enough to survive in the current market. It comes as many companies like the National Readership Survey and PRmoment have been reporting on the decline in newspaper readership over recent years. Hundreds, if not thousands, of media outlets are being forced to reconsider the way they produce their news.

To combat this, many have started converging into multi-disciplinary units –traditional newspapers, for example, now also host online TV programmes and podcasts. An article by Broadcasting & Cable from 2006 documents the rise of this format in the US – it also correctly wagered that this format will be of real importance from 2009 onwards.

What it means is that there are growing opportunities to get your message out there. Not only that, but to shout in all sorts of formats! Video, for example, has grown in popularity over recent years. A study by Furlong PR found that online video will be the top marketing priority of 2010.

It’s a powerful tool, especially because some PR agencies – like Kinetic – will be able to create their own news coverage for online audiences. It signals, among other things, a whole new world of media possibilities.

The times are changing. We’re proud to say that we’re helping to lead the revolution – are you?