Thinking About -- The Changing Newspaper Newsroom

It's no surprise that newspapers are changing... they have to. Fully 85% of the dailies with circulations over 100,000 have cut newsroom staff in the last three years. Just look at a few papers here in New Jersey. The Star Ledger, New Jersey's largest daily, just a few weeks ago announced they are looking to cut 200 jobs and/or sell the newspaper. At the same time, the paper has launched "Ledger Live" and what is billed as "New Jersey's only local news webcast."

The Record Newspaper, another large New Jersey daily, recently sold and vacated its flagship headquarters and transitioned reports to "MOJOs" or mobile journalists working from the field. Publisher Stephen Borg said simply that he wants reporters out in the field and not sitting in a newsroom. Initial feedback from a few friends at the paper is that they welcome the new opportunity. Borg also told me that the newspaper is arming reporters with video cameras and expecting more than just a print story, but video too.

These New Jersey examples are not new and certainly not unique, but they are telling and have a major impact on the public relations profession.

Despite some of these changes and shrinking circulation, don't discount the power and reach newspapers. Key influencers, community leaders and the political and business elite still read newspapers. Their numbers may be declining, but they still carry a lot of weight. Newspaper have tremendous content that is in great demand. The problem is they just have not figured out how to make money off the Web.

So how are these changes going to impact the public relations profession?

• Fewer reporters translate into a shrinking news hole and fewer media opportunities in traditional media. While I think public relations pros realize they can no longer depend on traditional media, we now need to educate our clients and the c-suite.
• With fewer reporters, beats will be eliminated or merged. Don't expect reporters to be experts or have the time to learn. Be prepared to educate and package your stories.
• You can expect to see younger less experienced reporters. Again, education is key. These reporters are also more tech-savvy, so speak their language and embrace their communication methods.
• Yes, things will be faster and we'll all be using new technology, but strong communication skills -- especially writing -- are essential. Don't dumb down your skills. In fact, now is the time to re-tool and improve them.
• Data indicates that local news is key. Localize every story. Today, more than ever, all news is local.
• Think visual. The Star Ledger and The Record are but two examples of a growing trend. Newspaper are hungry for rich content -- video and audio. If you don't provide the video, think visually when meeting with print reporters, they just might be carrying a video camera.
• Newspaper are hungry for new business opportunities and revue streams. Be creative and come to the table with mutually beneficial ideas.

Certainly times are a changing, but opportunity abounds.