Digital cameras fueling on demand nature of the media

PRSA's PR Tactics and The Strategist Online has a telling article on how consumers are fueling the paparazzi trade. The report says consumers are providing tabloids, magazines and TV shows broader access to celebrity photos. All of this is thanks to the now ubiquitous digital camera, many of which can also capture video. The paparazzi is really just one form of media that is responding to this change.

Digital cameras have made our lives as PR pros much easier, and media have responded by relying more upon us to provide images from events instantaneously. Dailies have had to slash budgets, and are now asking reporters to take photos, capture video and record sound in addition to writing the story.

To compete with new media, most daily newspapers and TV stations have beefed up the images and video they run with their online stories, and the expectation is that PR pros provide more content with news releases and in news centers.

Does anyone have any success stories about supplying more multimedia to reporters to enhance their stories? Do any of you have any tips for improving our media centers or gaining the skills needed to communicate with today's tech-savvy consumers?