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Change is a good thing. While it may create challenges for some who may struggle to adapt to changes, others are creating those changes and benefiting from them. All in all, for the most part, when all is said and done -- whatever terminology you want to use, change happens and there is nothing you can do about, so don't resist it. With advancements in technology the media has definitely been facing these changes and some have fared better than others. Many publications quickly evolved from straight print into multimedia sites that include blogs, videos and video podcasts, whiteboards, etc. These sites include NetworkWorld, CNET, The Wall Street Journal and BusinessWeek, and many more than are listed here. Ultimately those changes are reflected within the responsibility of members of the media who formerly wrote only in print are now also active in a wide array of multi media pursuits. Wall Street Journal Reporter Wendy Bounds not only edits and writes a column/pieces about small business for the paper, she also writes a column on home improvement called "About The House," and pens a small business blog called "Independent Street" . Additionally, she is a regular contributor on the Good Morning America television program. Wendy is not alone, many reporters are so active across so many different mediums, that we can no longer rely on the traditoinal beats. In fact a resource at eWeek magazine recently shared with a colleague that he no longer has a specific beat, rather he is allowed to pursue any type of story that interests him. This individual also is active across many different media fronts including blogs, print and more. What this means for PR practitioners is that we have to be more on top of what our contacts in the industry are covering and how they are covering their stories. Many are expanding into new areas of coverage, have more deadlines, additional requirements upon them and additional scopes of responsibilities. And this isn't for only the print reporters, but also reporters in the blogosphere as their sites are becoming more comprehensive as well. Ultimately, for PR practitioners this means going back to the basics, and the most important PR basic is building solid relationships. Whatever business one is in, it has always been the relationships that help get the job done. Contacts are key, and developing relationships, building and maintaining relationships are the key to having the connections when your contacts become so busy that they don't have as much time to foster new relationships or have lengthy conversations. You need to trust your insticts that you have built solid enough relationships, so that your contacts trust that the information you can provide is of value to their readers. And no two relationships are alike, so it really comes down to how you can communicate best with another human being - be respectful and realistic of thier needs and calendars, stay on top of what each reporter/editor/blogger is covering, be open to cues that may be given to you and learn how to work with each person according to their needs.