The consumer’s relationship with brands is evolving quickly. What once was very one-sided and close-ended has become a two-way conversation. The most clever of marketers realize they must reach an audience where they are. And increasingly, that touch is happening online. Not just a source of information, sites that belong to this growing class called infotainment are capturing attention. They are engaging the people that buy and will buy their products. They are offering something of value, while building brand allegiance via humor, music, stories, recipes…you name it. And some are doing it very well. There is much to be learned from these companies who are reaching out, to pull people in.

While social media is growing at light speed, a company’s brand should drive those efforts…it should inspire them in a natural way, faithful to its core. Without it, we risk becoming yet another lost voice in the crowded social media space of “hey, look at me”.

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While I had an opportunity to get acquainted with the new iPad recently, I looked especially at a few media applications like USA Today, Men’s Health, and NPR.

The new multi-media experience includes sharper images, additional direct content related to the story at just a tap of a finger, and high-definition video options.

As I read story after story, it had hit me that this new technology could ultimately change content from a PR perspective as well. Not only do we have to consider what’s a newsworthy angle for a potential pitch but also how that story would be configured to devices like the iPhone and the iPad.

In the process of crafting a story idea for a company or client, do we need to also look at visual tools to accompany that potential story? For example, a pitch on a specific fitness-training story could include video of short workout demonstrations that can be uploaded alongside the content. Or should other kinds of tools that will make the story a more multi-media experience be considered? While the media aren’t obligated in any way to use these tools, could they be an additional resource? Do PR professionals need to start thinking more 3-D when it comes to campaigns & storytelling?