Evolving Media: 3 factors to consider.
There is always a degree of unknown at the beginning, especially, when business owners are new to the word of PR, Marketing and Media.
Currently, SMEs face an evolving media trend - digital, that has forced its way into all aspects of business, including PR.
1. Data Explosion
Digital revolution, as we know it, began its march over 15 years ago; and its speed has been accelerating. Moore’s Law is already obsolete. Google CEO Eric Schmidt has said: "There was 5 exabytes of information created between the dawn of civilization through 2003, but that much information is now created every 2 days, and the pace is increasing." Our Digital Universe in 2020 will be 44 TIMES AS BIG as it was in 2009.
There is a real threat of ‘data overload’, especially, from a SMEs side: ‘how will consumers find the information they need when they need it?
2. Can we cope with it?
Many experts anticipate that data explosion is the major headache, social media and new technologies follow. Recent surveys show that only half of us felt ready to handle it. Moreover, a survey conducted by IBM, shows that firms are struggling to keep up with digital developments: 8 out of 10 CEOs saw significant change ahead, and yet the gap between the expected level of change and the ability to manage it had almost tripled since the previous study.
Needless to say, PR will need to select a few out of many evolving media channels.
3. Which platform? What channels? What audience?
New channels, platforms, and digitilised audience (Generation D) are evolving with an overwhelming velocity.
It has been manageable on a personal level as many keep it under control by:
- Installing Facebook only on a laptop and nothing else
- Separating professional and personal by posting appropriate stuff to related networks.
However, it is very different on a corporate level as many more people are involved, technology is at a higher end, the audience could be dispersed around the Globe, and the risks are much higher.
Nothing is set in stone in our fast world.
Please offer your views, comments and raise your questions.