Over the last 20 years, communications channels have shifted from daily newspapers and investigative leads to 24-hour cable news, blogs and endless streams of social media content.
Seasoned PR pros have witnessed the strategic conversation shift from crafting a general message to tailoring messages to fit the formats of various media.
I—and many other pros—have helped lead that shift. I’ve written bylined articles about the impact of social media on brands and launched a blog about how “new media” has changed PR. Although having a presence on various communications channels is important, nothing in PR is as important as your organization’s message.
Today’s executives spend more time mulling which social media platform or app to use than how to communicate their brand’s value. I’ve often seen brand managers send mixed signals to customers because they’re simply using too many channels.