May 22, 2008

[IMFSA] Key communication trends

By Louise Marsland in International Media Forum, Marketing, Media | 0 comments

Apart from all the complaints on copy pitches not relevant to their media and the invisible government communicators in South Africa, David Wickenden, senior VP of Fleishman-Hillard, gave some interesting insight on how the media world has changed, meaning that the jobs of communicators have to change.

His key insights (more in depth on Bizcommunity later) included:

Communication channels have exploded and fragmented – gone from mass marketing to micro markets.
The role of the journalist as sole gatekeeper has changed significantly. There are new sources of info and new influencers. Trust has shifted.
The consumer is in control – media choice, personalisation and brand as conversation.
Media is participatory, a co-creator of value… everyone is a publisher, communities count and commuications is direct and two way.
SEARCH changes everything – in the way we think about everything and the way we do everything.

The traditional world of communications has changed irrevocably.

email this | tag this | muti | trackback | comment RSS feed

AAM tags Click here to find related blog posts tagged the same as this post!