Cutbacks at print and broadcast media outlets in Portland and an emphasis on digital content have demanded we think beyond traditional tactics and change the way we practice public relations. We have been transformed into visual content producers as well as writers, strategists and professionals pitching story ideas to reporters. We know that by offering photos, videos or infographics to the news media, we can help them supplement their ever-demanding and evolving jobs, and we have more success in the process.

We had the chance to put this new approach into action recently as Energy Trust of Oregon celebrated a solar energy landmark: installing solar panels on its 5,000th home in the state. We had the chance to put this new approach into action recently as Energy Trust of Oregon celebrated a solar energy landmark: installing solar panels on its 5,000th home in the state.