Can local newspapers think outside the box?

Neil Benson, the Editorial Director of Trinity Mirror, sparked off some strong reaction at the Society of Editors conference with his suggestion that local newspapers should think about moving into PR. Understandably journalists reacted with horror. "It'll never work," they cried in unison.

The reaction, though, is perhaps indicative of the malaise at the heart of our regional press. Too many journalists have a narrow view of what their job is. As the world changes around them too few spend enough time looking beyond the next deadline. To some extent the blame must lie with newspaper publishers who have constantly squeezed staffing and costs to stay in the game.

But as I said during a recent series of training courses for Northcliffe Newspapers, change has to come from within. Journalists have the power to change things by taking the initiative and innovating like never before.

Mr Benson's suggestion needs some careful consideration, and needs to be implemented within a well thought-out structure that preserves editorial independence while maximising the talent pool within newspapers. One of my biggest clients, PA Training, has successfully offered PR services which have absolutely no impact on the Press Association's integrity or independence. If they can do it why not regional newspapers?