Changing World of Media

By: Angela Raleigh, Account Executive, Leonard & Finco Public Relations, Inc.

The world of media is vastly different than just a few years ago and will continue to evolve as more and more people access the Internet. More information than ever before is now available at the click of a button and more and more people are utilizing the web for information, socializing, shopping and more. News not only breaks, but it tweets and posts, which demonstrates the efficiency and influence of social networks. With every new interactive update, information is sent faster and reaches more people around the world.

Social networks such as Twitter are a primary information source to receive breaking news. Twitter connects millions of people to one another based on common likes or interests. We no longer find information, it finds us. We are becoming active participants because we receive information through the networks we’ve created. Whether it is viewing online versions of newspapers, reading mobile updates or commenting on a blog post, there is an active role in finding the information we’re looking for. If useful information is found, we can share the information with those in our social network to generate a buzz or attract additional followers. Social media is accelerating and in the process, reduces the time between an event and millions of people learning about it.

The future of media will be rooted in active engagement and its worth will be measured by our contribution and collaboration with our personal social networks. But even with the changing media, many still rely on traditional media outlets as a primary news source. It’s hard to deny the growing popularity of social networks, but we can’t forget the importance of our roots. The skills and attributes of traditional media are still just as valuable as they’ve ever been in successfully communicating a message. For instance, in today’s public relations world, try launching something using social media alone. You’ll quickly notice the gap that traditional media can leave if it’s lacking and vice versa. A good public relations plan integrates both traditional media and social media activities.

How do you best address and manage the changing world of media in your organization?