Call for papers to link with councils to rival PR agencies.

The article relates the challenge issued by Neil Benson, editorial director of Trinity Mirror, for newspaper groups to develop their own public relations (PR) businesses to save their declining revenues. Benson issued the challenge at the Society of Editors conference on November 16, 2009. He further suggests that publishers should collaborate with local authorities in Great Britain to offer hyperlocal Web sites for local communities. It cites the paid-for-video service offered by Trinity.