Cutline Speaks

News by the people, for the people

posted by Lauren on July 10, 2008

The Internet continues to have a profound effect on today's media, as bloggers establish themselves as legitimate news sources and traditional outlets further venture onto the web. This need to supply a continuous stream of information has provided a greater opportunity for individuals to create and shape what content gets reported. One example of this is CNN's iReport. This site, available via CNN.com, allows anyone to share news, whether it be videos and photos from their life, or personal opinions on world events. The most compelling and unique stories may also get aired on CNN.

While this is not an entirely new concept, it is still a great way for established media and their readers to work together. Outlets have a cheap way to generate content, and individuals get the satisfaction of seeing their story told. I personally heard about the site when a video of my friend's company ended up on CNN within six hours of him posting the clip on iReport.com.

But what does this mean for PR professionals? Is this a new resource/way to gain exposure for our clients? Or does PR involvement tamper the organic nature of the site? Please post a comment with your thoughts on this issue!

Tags for this post: social networking