The line between mainstream media and consumer generated news is about to become more blurred.

The New York Times reports that beginning tomorrow, both Reuters and Yahoo will begin a renewed push to solicit and integrate reader submitted content into their news products both online and off.

CNN and other major news organizations have already been romancing their audiences to play a contributing role in news reporting through products like CNN Exchange, in which citizens all over the world who witness newsworthy events can upload photos and video to help tell more balanced, authentic stories.

What's unique about these new offerings is that consumers who submit content and serve as defacto journalists can actually benefit financially from their efforts (albeit it in a small way at first). Reuters will pay consumer journalists when their photos or videos are syndicated to Reuters clients.

With incentives in place, it's safe to assume more "casual journalists" will get involved in shaping the news we consume every day.

Companies and brands who have the most loyal followings have the best chance to benefit from this new model of news reporting. Imagine a mainstream article about the launch of a new car being supported by consumer-submitted video showing a happy customer driving off in their new wheels talking about the great buying experience and love of the new model.

And with all individuals being potential journalists, companies will need to focus harder in the future to ensure better customer service and consistently satisfying experiences. One consumer with a bad experience and a mobile phone has access to a global audience with unimaginable ease. Small slip-ups can have a huge impact.

As communicators, we'll need to stay on our toes to identify opportunities for encouraging our clients' loyalists to tell their own positive stories and to stay watchful for potentially damaging stories contributed by individuals.

Our jobs in PR are about to get a lot more interesting.