As the media both shrinks (in terms of the numbers of "eyeballs" mainstream media outlets attract) and expands (in terms of the sheer number of media outlets) there is nothing more vital then the ability to tell your own stories.
What's going to replace your local newspaper? You are.
Your website. Your blog. Your social media tools. Those of the things that will remain when your local newspaper shuts down their printer.
In many ways, you are going to have to be a journalist that is covering your own organization.
What does that mean?
It means writing a lot more content for your website then you are probably doing now. Having a strong writer on your marketing team is more important then ever.
It means a heightened commitment to being transparent. People's BS meters are strong. They are going to expect that things you say to be the truth and be looking for any indications otherwise.
It means being willing to talk about things that don't directly relate to your own organization. On the blog my day job hosts some of the my widely read posts are the ones that talk about our industry in general, or our neighborhood.
Remember, just talking about yourself all the time is boring. It's a big world out there. Don't be afraid to talk about it.