It used to be easy defining “the media”: it was the TV, the radio, newspapers and magazines. Usually understood, easily-reached. And professional.
But the landscape’s changed – what is “the media” in 2010? Anybody can be a writer, a journalist, a reporter, a news anchor. They may not be listened to by anybody but it’s possible through blogs, podcasts and sites such as Facebook to broadcast (or narrowcast) to anybody.
Whilst established media – on and offline – remains the primary interest for many of our clients, it’s increasingly recognised that the “new media” of citizen journalism, smaller broadcast organisations and web services such as Facebook and Twitter play an important role in a well-rounded communications strategy.
That’s why I recognise the importance of dealing with all members of “the media”, the traditional professional and the new breed of web-based journalists.
The new kids on the block shouldn’t be ignored. They often deal in niche subjects so, whilst not delivering the large audience of traditional media, their readers are much more engaged with your area of expertise.
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