The current economic climate is causing many shifts to occur in the media industry. In an unprecedented move, rival print dailies such as The Washington Post and The Baltimore Sun are now collaborating and sharing news content because of a lack of resources and man power.
Additionally, in June four New York broadcasters announced they will use pool video, rather than send competing camera crews to events in order to cut costs.
It is important for PR practitioners and companies to adjust their approach and set client expectations to take these changes into account. For more information about news organizations sharing content, read the PRWeek article entitled, “Financial Reality Prompts News Organizations to Share Content.”