Now Irish Times journalists go out with trusted pen, paper and digital recorder. Journalists recording interviews is nothing new but them editing and uploading the content is a fairly big progression.

Interesting implications from a PR perspective. It introduces an element of colour to press conferences that may not always be desired and further erodes the fallacy of control but it also opens up opportunities. If they are using audio content then why not high quality audio interviews that are supplied by a PR company especially if the reporter cannot attend.

This is a trend that is only likely to increase in complexity with rumours that Silicon Republic will be introducing video content or at least recording some events they cover. Undoubtably this will be a sellable item for them but again once the PR industry invests in the software and hardware its another area of potential growth for the PR industry.

Lets hope the NUJ sort out their differences on content generated for the paper versus the web.