We’ve been discussing the challenges being faced by traditional media for what seems like a very long time. The announcement that CanWest Global Communications Corp’s publishing division has been sold to Postmedia Network Inc., the organization led by Paul Godfrey and backed by U.S. private-equity player Golden Tree Asset Management among other investors, comes as no surprise.

In reading the piece in the Vancouver Sun, it is interesting to note that the new owners say they are going to “pursue an ambitious ‘digital first’ business model.” Godfrey said that he “would expect most reporters are going to carry video cameras so they can put their stories on the Web immediately, to cells, iPhones, and social networks.”

That will change the cycle of news to immediate. For communicators, it will also change how we pitch media. Traditionally, we would have approached a print pitch differently. Now the pitch blends print, image and video and will include a hook that focuses on the social networking side of coverage. At least, that’s how we’re approaching it. I know that for some, it feels like more work has been put on the plate of PR and communications – for our part, we’re pretty excited. Not to say that there won’t be challenges, but we get to be a part of the biggest shift in how we do our work since – well, since PR became more than running events and planning parties. There’s opportunity here people!!

What do you think? Are you ready for the brave new world where several mediums blend and we get to participate in a shift in how news and events are covered, when it comes to our organization and clients?