No one questions these days that the world of communications is immersed in a process of deep change on all fronts.
The economic crisis has painted a grim picture, bringing about a succession of shutdowns and workforce downsizing in the traditional media, all of this coupled with the explosion of the digital era, which has prompted the appearance of new channels and forms of expression: posts, tweets and blogs coexist nowadays with press releases or opinion articles.
Nor must we forget the technological revolution, which has changed the way people relate with one another, and the proliferation of mobile devices that make it possible for an anonymous person to become a journalist and transmit any fact through his camera or mobile phone.
Many people still refuse to accept this reality, which has been installed for quite some time now.This leads a number of businesses to design “bi-polar” communication strategies that do not integrate the real/traditional and the digital world, when offline and online communications should be complementary. Several others still grant a greater relevancy to appearing in the traditional media, underestimating the digital media and the influence of blogs.
Blogs precisely are one of the new communications media that have thrived in these new times. Many of them have been operating for a decade and are becoming growingly professional, not just being more rigorous and responsible with their contents –which gives them more credibility- but also applying profitability criteria. Even the media themselves –aware of this formula’s success- have incorporated blogs that are sometimes more read than the actual news.
Another of the growing trends in the communications sector is the so-called brand journalism, a growing phenomenon that is leading many companies to create their own communications channels, designed with journalistic criteria. Informative websites of great value that help create a reputation.
In view of this new paradigm, businesses and journalists must take into account that the objective remains the same: communicating the information, although the channel conditions the message’s format. We all know that these changes are radically affecting the journalistic profession and the designing of communications strategies. In this complex context we are facing today, our job as communications consultants is becoming all the more relevant. It is merely a question of guiding the client through these new forms of pursuing journalism, helping him –in due course- to adapt to the change.