What did you do first thing this morning? I grabbed a coffee, checked my email and downloaded The Daily app on the office iPad.

According to Rupert Murdoch, “New times demand new journalism,” in a recent New York Times article. He couldn’t be more accurate as we’re continuing to see the incorporation of intelligently designed graphics, charts, pictures and videos within the media.

This article also states that The Daily will be a first of its kind for tablet computers: a general interest publication that will refresh every morning and will bill customers’ credit cards each week for 99 cents or each year for $40.

I’m perfecting the art of multitasking as I write this blog post, scrolling through The Daily, getting my daily dose of news. The toolbar across the top reads: News, Gossip, Opinion, Arts & Life, Apps & Games and Sports. I also entered in the office’s zip code so Boston’s cold and snowy weather forecast is displayed at the top of the screen.

As a PR professional, we must consider how the media will deliver content to its readers across all channels in the future and the opportunities this presents for PR. There is a unique opportunity for PR to evolve its role in content creation and further encroach on the advertising industry – PR people have the right skills and are better placed to guide clients in this area than advertising agencies.

There has been a lot of hot air about how PR is dead and is unable to adapt to the new digital media landscape. The issue is not that traditional media is dying, it is that media is diversifying in terms of content type and distribution platform. This means there are greater opportunities for good PR programs to influence audiences and this will see PR take a much bigger slice of the marketing pie in the years ahead.

How do you prefer to get your news? Will you continue to pick up a physical copy of the newspaper or will you scroll through The Daily on a daily basis?