Richard Edelman funderar kring statistik över massmediernas minskade genomslag. I USA har antalet som ser på TV-nätverkens kvällsnyheter minskat från 60 miljoner människor till 30 miljoner på två decennier. Medelåldern är 60 år.

Detta tillsammans med andra, samverkande tendenser måste leda till en omstrukturering av traditonellt medie- och PR-arbete menar han.

…the corporate sector must have other ways to communicate. The new axis of information is horizontal, the continuous dialogue in peer to peer media. But companies should not assume that the entire horizontal conversation is premised on humor and short form visual content. Substance that had been available solely in mainstream media may no longer be accessed. A company must participate in conversation on very niche sites such as Dogster for dog owners or Vox for the older generation. And a company must make the content available in easily accessible fashion on its own web site. It’s all about adding value to the conversation.

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