Here is a brief excerpt from an article by Barbara Cave Henricks, featured by LinkedIn Pulse. To read the complete article, check out others, and sign up to receive email alerts, please click here.

* * *

There is no question that the Internet and the ensuing flood of media outlets that came with it has reshaped the media landscape as we once knew it. Big media has, in large part, given way to a new, democratized space where thousands of outlets are popping up and becoming an increasingly powerful force in creating and shaping public awareness. The jury is still out on where we will consume news and entertainment moving forward, but at least one thing is clear – the demand for quality content will grow faster than the size of almost any editorial staff in the country. That spells opportunity for anyone with a story, a book, a mission or a brand to promote.

How We Got Here

In 2008, one in four media jobs disappeared according to a study by Forrester Research. What’s more, the journalists who survived the drastic cuts found themselves not only doing the work of several reporters, but taking on a new duty as well – filling the seemingly infinite online space where their publication or station had also set up shop. A recent check reveals that nearly all of the newspapers in the top 50 markets have an online edition, more evidence that a seismic shift is not just underway, but has already taken place.

As publicists who spend our days working to secure media coverage for authors and thought leaders, we can reliably report that staff cuts coupled with that vast online space has resulted in a sharp uptick in the requests for authors to contribute in the form of blogs, bylines, guest columns and even Op Eds. Five years ago, it was rare to be invited to contribute to a prestigious news outlet. Today, it is nearly commonplace. Getting the media’s attention very often now means securing an invitation or assignment to write about your own book. Those with the time and ability to craft good, timely stories hold a decided advantage in today’s promotion game.

* * *

Content is a solid and valuable commodity in a very confusing landscape and one worth committing to beyond the pages of your book. While many sit on the sidelines, waiting for the media to come to them, or for the dust to settle as the virtual and physical worlds battle it out, you can opt to be productive. Retreat to your keyboard and you will be rewarded.

* * *

Here is a direct link to the complete article.

Barbara Cave Henricks is Founder and President of Cave Henricks Communications, based in Austin.