By Elizabeth Ireland We recently went to a Q&A session with Jeff Light, the Union-Tribune's new vice president and editor. The session was strictly for PR professionals sponsored by the San Diego chapter of PRSA. Light told us the content strategy for the paper is to follow a map of interest in the community and put expert voices on each interest. He said focus areas include: intellectual capital such as bio-tech, universities and research, the arts, financing of cities/schools, schools in general and the environment. He went on to add travel, tourism and hospitality to that list. Light suggested we PR professionals try to establish better relationships with reporters, instead of section editors, and pitch them specifically because they are so closely connected to the topic. This will help accommodate the UT's new reporter-centric model. Whether you are in the PR biz or a member of the media, what tips do you have for public relations professionals to effectively engage rapidly-changing newspapers?