Navigating the New Media World: How to Reach Key Influencers

• Information in the Industrial Age: scarce, expensive, institutionally oriented, designed for consumption. • Information in the Information Age: abundant, cheap, personally oriented, designed for participation. The former is the way media used to be, the latter is the new media landscape, and how PR professionals cope with this media transformation affects brands and ultimately the bottom line. Even the definition of media has changed: No longer does it refer to journalists from established media companies—some which have ceased to exist, while others are down to bare-bones resources. No, the word “media” is morphing into “influencers,” which can run the gamut—from mainstream journalists to bloggers to regular citizens, says Colin Moffett, vice president at Weber Shandwick.

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