The #PR gamechanger.

With apologies to my friends in the satellite media tour/video news release world, I've been silently waiting for years for the time that technology would catch up and allow just about anyone to "broadcast" news using inexpensive devices and technology.

The time has come.

Today BBC announced that it's working on an iPhone/iPad app that will enable reporters to shoot, edit and feed stories (and I'm guessing live video) from their Apple device on both 3G and wireless networks.

The implications for broadcast journalists are staggering.  For the last few years we've seen the integration of Skype-quality video into newscasts where they are now commonplace and the video quality is more than acceptable.  The cost savings associated with this new technology are great as the need for satellite trucks and satellite time will now shrink dramatically.

For PR and social media pros, we are now a step closer to direct feeding/broadcasting soundbites and interviews at extremely low costs to any broadcast journalism outlet.  That is if we can maintain some level of video and audio quality.  Our ability to become PR/SM utility players who can learn how to shoot, edit and at least hold an iPad still will become more important as this new application becomes more mainstream in the news room.

Our ability to produce our own iMedia tours is also one step closer as well.  With basic audio, lighting and shooting skills our mobile devices will soon become more important that we ever would have realized in the practice of our craft.

We're not quite there yet, but it's time for us to get ready.  The technology will continue to evolve.  We better as well.