By Adam Wakefield
At the moment, there is some debate about whether the distinction between digital media and traditional media still holds water as lines become blurred between different media and whether such a distinction is an effective way to look at the market anymore. Do you believe the distinction between traditional and digital media is still relevant, and whether yes or no, why?
The distinction is still relevant, mainly due to traditional measurement tools still being applied, where traditionalist mass-media mindsets are still holding the purse strings. This, however, is changing faster than many business-models currently associated with media-spend.
You will be speaking about the next generation of brands communication at the PRISA Conference. What do you believe will be the next generation? How will brand seek to communicate with targeted consumers?
People who understand ‘the power of One’. Brands will communicate with targeted consumers by focusing on clear end-user profiles in well-defined brand-communities.
What are your thoughts on virtual reality and its implications for marketing and public relations professionals?
VR brings sensory stimulation into the new-media ecosystem. Marketing and PR professionals will gain an edge by delivering this next-level experience to a targeted audience in specially curated engagements for now, but soon to wider audiences remotely, as the technology becomes more accessible.
What lessons should PR professionals draw regarding understanding the power of the ‘One’? Why is it relevant to their changing craft?
Your future will depend on the quality of your one-on-one engagement strategy. It’s relevant to their changing craft because of the growing but fragile grey area existing between marketing and PR functions in a new-media ecosystem.
From your perspective as a media owner, what value can or does PR bring to your business in today’s complex media environment?As an online content channel solutions company, PR simply provides access to brands seeking a better value proposition in their overall engagement strategies going forward.
Tickets for the 2016 PRISA Conference are available
here.