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April 2, 2010
Everyone's in Media Now, or Needs to Be

Tom Foremski has a theme he's been pushing for the last five years or so, ever since he left the Financial Times: "Every company is a media company."

It's so true, but so little recognized in all its implications. Those who manage to make the media density of our times clear to businesses of all sizes have an assured presence in public relations and marketing. There are all sorts of new ways for gaining the attention of potential customers and followers, but for an awful lot of business people, they take explaining and helping. 

On this weekend of Apple's iPad debut, this message is even more pertinent, as information access and learning opportunities are about to take another leap. 

"In addition to the traditional means of publishing, such as white papers, news releases, etc," Foremski says, "companies must now also master the 'social media' technologies that allow anyone, their customers, their competitors, to publish also."

"It is no longer a one-way broadcast medium, everyone now has access to an online printing press that can potentially reach tens of millions of people."

Catch on to that and a business small or large assuredly has an market edge, a societal presence, even. But it's a highly relational setting; you have to be able to listen as well as broadcast. 

"Companies must learn how to publish, listen, and converse in a very fragmented media world," Foremski says. "There are different rules for participation and behavior, such as in the very different communities of Facebook, Twitter, LinkedIn, etc."

What an opportunity for PR counselors who become well-versed in the new communications. 

A new media focus "changes nearly every aspect of an organization," Foremski says, and he's right. He's included a long list of ways in which this is true. Check them out. This is an unusually important post. 



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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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