Opinion: From our Readers - PR agency, media switch cuts both ways

I was interested to read the article about newspaper groups challenging regional PR businesses by linking up with local authorities to create their own in-house agencies (News, 20 November).

Regional PR agencies should realise that this cuts both ways - there is an equal opportunity for them in news production. The industry is being so massively reshaped that the old rules don't apply any more. Agencies with digital knowledge and sharp writing skills may well find that they produce better websites than some of the traditional regional press.

Watershed has an interest in a small, hyperlocal website that is being piloted in the South West. It's very early days, but it is already providing us with a unique perspective on the new media/death of the newspaper debate.

Sara Hudston, principal, Watershed PR.

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