Want the recipe for developing a successful news product?

- Add 1 part news reporting from trusted, professional journalists.

- Combine with 1 part citizen-generated/contributed news.

- Sprinkle with some interactivity and Web communications tools.... and voilà!

As newspaper circulation rates continue to slide (with another new report issued today showing accelerated declines), publishers are looking for new ways to attract and retain their audiences.

According to the Newspaper Association of America, mainstream newspaper publishers are learning quickly that combining traditional news stories -- penned by professional reporters -- with unique stories or supplements submitted by citizens creates a news package many can't pass up.

NAA reports that online news sites attracted a record 58 million unique visitors last month -- an increase of nearly 24 percent over the same period last year.

The association attributes Web news' appeal to "introducing new content and applications, including video and podcasts, and creating platforms that allow the local community to contribute and share ideas, opinions and information"

As new digital channels and technologies make it easier for individuals to take part in the news process, it's safe to say we'll see even more integration of "professional" news reporting and localized perspective from engaged citizens. The voice of each consumer will grow louder and more influential.

What's this mean for communicators and those we represent?

We need to become increasingly skilled at identifying brand ambassadors and encourage them to share positive stories about our companies, products and services to complement traditional news reporting.

And it can't be forced -- it must be earned. Smart companies are paying close attention to its most influential customers and are giving them new reasons every day to remain loyal and spread the word.

Loyalty is earned in many ways, but let's focus on two:

First, give your special customers privileges not offered to all. Make them feel valued and unique. When Volkswagen reintroduced the Passat in the Fall of 2005, it offered its loyalists the first opportunity to test drive the car when they showed up in local dealers. Before the general public. These folks paid VW back with their loyalty in the form of sales and positive word of mouth about the new vehicle.

Second, always deliver on your brand promises. Don't forget what's helped make customers loyal in the first place. Great products. Good customer support. Solid business practices. If these promises aren't kept, it's impossible for loyalty to be earned.

As the proximity of "official" mainstream news and consumer opinion gets closer together (literally, co-existing on the same web page in many instances), the voice of an individual can potentially carry more weight and credibility. Companies who have loyal followers who want to speak up about their positive experiences will see these opinions play out in the very channels consumers continue to trust most.