The National Union of Journalists is planning a "quality journalism" campaign to make sure that media workers can resist what it calls employers' attempts to "squeeze more and more" out of staff.
Many journalists working on multimedia projects and new platforms such as podcasts were "approaching breaking point", warned the NUJ general secretary, Jeremy Dear.
With the union's annual conference beginning in Birmingham today, Mr Dear said that whatever technology was introduced, it was the quality of the content that counted.
"At a time when media employers are using that new technology, not to enhance journalism and build quality but simply to reduce costs, undermine collective bargaining and boost profits, the NUJ's campaign for quality journalism is ever more vital," he added.
"For the NUJ, the fight for quality, standards, ethics and integrity remains central. And in the brave new media landscape we will be fighting for good terms and conditions and the professional standing of journalists in the workplace, but also extending out to build support in the communities we serve."
Mr Dear said that new technology meant that audience could receive news in dynamic new ways, such as podcasting, vidcasting, TV on demand, broadband TV and RSS feeds.
"But at the same time we need new working practices to cope with new demands. In the corporate world that sees news merely as a commodity this is not happening," he added.
"The demands of integration and convergence have meant a growth in 24/7 working but no growth in staffing levels. The pressure on our members is approaching breaking point in many places."
More than 300 delegates will attend the NUJ centenary conference in Birmingham.
The union will discuss the process of integration and convergence that is taking place across the media.
MediaGuardian.co.uk will blog live from the conference.
