If TV Newsrooms Are Requiring Versatility…

…do you really think as a PR professional that you will be immune from the need to retool and innovate?

See what the Chicago Tribune’s Phil Rosenthal reports today about restructuring at WMAQ-TV, Chicago’s NBC affiliate.

News producers, writers and editors at NBC-owned WMAQ-Ch. 5 were told Wednesday they must reapply for new multi-faceted positions, the demands of which reflect the station’s efforts to provide content not just for TV but the Internet, mobile devices and other emerging platforms.

The new jobs – with titles such as platform manager and content producer – are to be posted beginning Thursday, not just for internal candidates but outsiders as well.

In response to concerns about whether existing staff will be able to adapt, station manager Frank Whittaker says WMAQ plans to make training available.

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