The intermediary is no longer relevant to get your message out.

What you need is a platform that has your target audiences. In PR terms stakeholders.

In my early days as Head of Corporate Communications I would do media rounds.

I had to build what was called Media Relations.

‘Reputation’ is one of the most critical assets for an organisation.

Negative media coverage could damage reputation with serious repercussions.

A positive Brand image with stakeholders was essential for business.

And thus intermediary media played an important role.

The media was more accessible to large organisations.

Media coverage by a third party was more believable than advertising.

The world has changed.

1. The intermediary has been replaced by digital platforms.

2. Digital platforms are accessible to anyone, even a one person business.

3. You can get your voice heard , anyone can on digital platforms.

4. The new Digital media has given a rise to a new breed – The influencers.

5. The control has shifted to the consumers, they decide the content they consume.

6. Content is consumed Digitally , mostly on mobile.

7. Digital media is on 24×7.

8. Reputations can be built and damaged rapidly .

9. A newspaper article can get dated , forgotten. On Digital media every thing that is out there stays , forever.

10. Online Feedback and Review is a powerful tool for customers to voice their opinion on Brands , Products and Services.

11. You can build Brand presence by being strategic and consistent .

12. In the Digital world 80% of the content consumed is video.

13. Audiences have switched off from interruption marketing.

14. In the Digital world audiences consume Entertainment, Stories , Information, Education.

15. In the Digital world it is easy to measure impact unlike traditional print media PR .

With these changes Traditional PR agencies are no longer relevant.

Traditional Advertising agencies are no longer relevant.

Traditional Corporate Communications is no longer relevant.

Reinventing needs a mindset shift.

It is not just a title and role change.

I have been helping small businesses to build their Brand presence with good success.

The direct outcome is Business besides building long term brand.

I find many large organisations are slow to move .

What is stopping change is being in comfort zones .

Guarding the turf , surviving will no longer sustain. Sooner or later your game is up.

The time to change is NOW. What is your opinion?

Sanjay Mudnaney

Marketing Strategist