As Media Continues to Fragment, Communications Pros Take Note

Funnyman Jay Leno's recent announcement that he's leaving his late-night throne for a prime-time spot on NBC has all media buzzing about the move's larger implications. After all, it's the first show of its kind to land in prime time--usually real estate reserved for sitcom or drama behemoths like Friends, Seinfeld and CSI-- signaling (or, more likely, reaffirming) a drastic shift in the way we consume media. Indeed, media's fragmentation and the growth of digital platforms is redefining television, with industry executives looking for ways to override the powers that DVR technologies and downloaded Web videos grant viewers to digest content (and bypass advertisements) at their leisure. The results of a joint survey conducted by PR News and DS Simon Productions reflect this reality in the context of business communications, revealing an ever-interesting use among public relations executives of channels like online video, social media and blogs to reach and influence target audiences (see page 6 for full results). "In 2008 the PR community began to understand the need for online video and social media.

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